In the United Nations Millennium Declaration, 189 world leaders identified solidarity as one of the fundamental values essential to international relations in the 21st century.

International Human Solidarity Day promotes unity in diversity.

International Human Solidarity Day was proclaimed on December 22nd, in 2005, and first celebrated in 2006.

Today, UN Secretary General Ban Ki-moon highlighted the benefits of inclusive cooperation, saying that strides made in reducing poverty and advancing democratic freedoms in recent years were proving that point. In his annual statement, Mr. Ban said “We can reach our shared goals if people are able to participate in the formulation and implementation of plans, policies and programmes to shape our common future.”

Activities on the International Human Solidarity Day may include campaigning for the following issues:

  • Banning land mines.
  • Making health and medication accessible to those in need.
  • Relief efforts to help those who suffered the effects of natural or human-made disasters.
  • Achieving universal education.
  • Fighting against poverty, corruption and terrorism.

The question of whether the Eurozone states
should shell out to help Greece has opened up critical new fault lines in Europe. Germany is taking a tough position by resisting giving help and even advocating that future bad debtors be kicked out of the single currency. How much of this is down to pure economics and how much is to do with cross-cultural differences?

 Having studied psychology for a little while, I was always quick at jumping in to argue that the ‘universal theory’ that I was being taught really was not universal  – I knew too much about cross-culture.  My exasperated teacher acknowledged the validity of my claims but explained I had to learn to walk before I could run and that we would (eventually) study the impact of culture.

However, in recent years, culturally oriented psychologists have sought to show that emotions are  “not the direct outcome of physiological or neurological mechanisms…[but] are always situated and embedded in specific cultural contexts. Accordingly, they are fully saturated with cultural meanings.”

One thing I didn’t learn back then and have been delighted to encounter is some research on the cross-cultural differences in the concept of happiness via Mind Hacks. So, are there cross-cultural differences in happiness? Apparently, yes. And the differences are all to do with cultural variations in the perception of the self.

For North Americans and Europeans, happiness tends to be defined in terms of personal achievement and happiness is best predicted by self-esteem. For East Asians, happiness tends to be defined in terms of interpersonal connectedness and happiness is best predicted by how well embedded the self is in a social network.

Again, as interculturalists, we are reminded of the Individualism-Collectivism dimension of culture. However, when talking about Collectivism and social harmony I somehow hadn’t managed to make this deep connection with happiness.

 The West has a strong belief in independence and autonomy of the self (Individualism). The self is believed to be the centre of thought, action and motivation and happiness is to be found in personal striving. “Happiness is likely to be constructed as personal achievement”.

For East Asian cultures, the self-in-relationship-with-others (Collectivism) is believed to be the locus of thought, action, and motivation. Individuals in these societies are highly motivated to adjust themselves to fit into pertinent social relations. Commitments to social roles, social obligations, and readiness to respond to social expectations are all manifestations of this socially oriented motivation for realizing an interdependent self. Happiness is to be found in  positive social realtionships and mutual sympathy. “Happiness is constructed as realisation of social harmony.”

The research concludes that emotions are  “are fully saturated with cultural meanings.”

Footnote: aim of research to re-evaluate the common understanding of emotions as biologically determined and therefore universal, regardless of where or by whom they are experienced. Particpants in the research were East Asians (represented by Filipino and Japanese participants) and European-Americans (represented by people living in the US). For more information on MindHacks the book by Tom Stafford and Matt Webb and blog

What is a nations culture? Many Governments and institutions around the world are engaged in a continual effort to preserve our heritage by restoring or maintaining ancient monuments and historic buildings. And, UNESCO’s programme aiming at the preservation and dissemination of valuable cultural heritages has been successful over the years in identifying and putting together some of the world’s most valuable archive holdings and library collections.

However, a nation’s cultural heritage often goes deeper than its physical ‘tangible’ manifestations. Each culture has its own ‘intangible cultural heritage’. But what is that?

According to UNESCO and the 2003 “Convention for the Safeguarding of Intangible Cultural Heritage”, the intangible cultural heritage – or living heritage – is the mainspring of our cultural diversity and its maintenance a guarantee for continuing creativity.

The Convention states that the ICH is manifested, among others, in the following ways:

  • Oral traditions and expressions including language as a vehicle of the intangible cultural heritage;
  • Performing arts (such as traditional music, dance and theatre);
  • Social practices, rituals and festive events;
  • Knowledge and practices concerning nature and the universe;
  • Traditional craftsmanship.

Anthropologists and interculturalists alike will express the importance of story-telling in relation to the embodiment of a culture. It’s good to know that UNESCO aims to help us be more aware of the importance of our intangible assets.

Those of us who work in the field of cross-cultural relations and intercultural communication have witnessed too often the negative impact of an overseas assignment on family life. Now, a recent international survey provides evidence that a lack of spouse or partner employment opportunities adversely affects global mobility of highly skilled international employees, adding weight to the argument that more consideration should be given to these employees’ family concerns.

Undoubetedly, the spouses and partners of internationally assigned staff tend to be highly educated, with diverse professional backgrounds and nationalities. However, as part of a foreign assignment, they soon become a much under-utilised talent pool.

One employer cautions: “In my experience most employers prefer to ignore spousal employment issues. However, from my personal observation how well a spouse settles is key in determining how an employee will perform. If spousal employment is important to that couple, then companies ignore it at their peril.”

The study suggests that there appears to be a clear link between working and positive feelings about a foreign assignment:

  • Spouses who are working are more likely to report a positive impact on adjustment to the location than spouses who not working.
  • Spouses who are working are more likely to report a positive impact on family relationships than spouses who not working
  • Spouses who are working are more likely to report a positive impact on their willingness to complete the current assignment than spouses who are not working.
  • Spouses who are working are more likely to report a positive impact on their willingness to go on a new assignment than those who are not working.

Importantly, spouses who are working are more likely to report a positive impact on their health or well-being than spouses who are not working. One unfortunate respondent explained:

“The implications of not working on my health (especially mental health) are so vast that I will never consider relocating to such a country. I was unemployed for 1 year when I came here… and that was the most miserable year in my entire life. I will not repeat that, and my husband stands by my decision.”

The report concludes that a few focused and simple improvements on the part of employers and governments can make a triple win for families, employers and the countries in which they work. It seems, therefore, that supporting partner employment is part of supporting your own staff.

Footnote: The survey examined the views of 3300 expatriate spouses and partners of 122 nationalities, currently accompanying international employees working in 117 host countries for over 200 employers in both the private and public sector. It was undertaken by the Permits Foundation, based in The Hague and was sponsored by the Industrial Relations Counselors (IRC). Conducted during late 2008, it was published early 2009.

Egypt is a major Arab country whose stability and evolution remains pivotal to the future of the Middle East. It is also an important economic force with the second largest market in the region (after Saudi Arabia) and the base for some of the region’s most innovative companies (the most successful telecoms operator, construction conglomerate, investment bank, and private-equity firm). It’s no wonder, then, that Egypt has fallen under the media spotlight; no less than coverage in ten issues in The Economist in 2009 alone; apart from the American and Arab coverage it has received.   

However, many argue that the coverage so far has tended to be reductionist missing some of Egypt’s most significant and dynamic trends. One such important trend is seen as a  pervasive Islamic force in the country. This description, used to describe the Muslim Brotherhood, more accurately defines the Salafist movements, according to Tarek Osman a writer on Egyptian affairs. It is he who argues that an appeal to Barack Obama to reinvigorate the United States’s democracy-promotion efforts in the Arab world is based on a flawed understanding both of political Islam and the real needs of the region’s people.

For an insightful view of the difference between the Muslim world, the Arab world and the Middle East read his article on the subject. As Osman emphasises: “The differences and distinctions matter: for their own sake, for proper understanding by outsiders, for policy that is intended to help not harm to be got right, and for the tragedies and enmities of past years to be overcome rather than repeated.”

And so it seems, the plethora of new media has put Egypt under the spotlight, but allows for too little close study and critical observation. Such hurried coverage risks failing to detect the real trends that are shaping tomorrow’s Egypt – and are not picking up “the differences and distinctions” that matter. As those who work in cross-cultural understanding and intercultural communication know – it’s the differences that make a difference.

Footnote: Salafists, who regard early pious Muslims and their communities as exemplary models, command major followings on the Egyptian “street”. They are not politically active, and that is why they are tolerated (and sometimes encouraged) by the regime; that is also why they do not feature in news-bulletins or reports on the country. Their influence, however, is many times more than that of organised political Islam.  Salafist thinking, which has been expanding and proliferating in Egypt for more than three decades, is based on a religious view of life; a strict and highly conservative social code; and inherently advances an Islamist foreign policy. The accumulating influence of this significant Salafist influence on Egyptian society could be to make many young Egyptians more anti-secular, anti-liberal, and anti-west. After three decades of domestic and foreign efforts to align the country with the United States and the west, including around $100 billion of American (and western) investment in and aid to Egypt, this outcome would be a colossal policy failure. The Salafi phenomenon receives far less attention than it deserves.

When is a gift not a gift?
When it’s unwelcome of course!
And that’s the warning that western marketers should take heed of.

In the western commercial world, marketers often use pleasant surprises to influence consumers’ brand evaluations and purchasing decisions, but surprises are not always held to be pleaurable in some cultures. Marketing across cultures is a minefield and anyone in this line of business should be wary of different cultural responses to promotional gifts, especially the unexpected ones.

 However nice the gift may be, the surprise element can make some recipients feel uneasy – and its nothing to do with thoughts of bribery and corruption. East Asians genuinely feel their emotional balance has been disrupted because an unexpected gift indicates imbalance and prophesises bad fortune. People in the Nordic countries tend to feel suspicious. Americans, on the other hand, are delighted.

A new cross-cultural study of consumer response has recently been published which suggests that East Asians’ enjoyment of  ‘surprise’ gifts is much increased  when the gift is attiributable to luck.  So, for example, it is far more acceptable to have consumers enter a “Lucky Game” to win the gift. Undoubtedly, marketing activities across borders must accomodate cross-cultural differences.

 About the study: Ana Valenzuela, Barbara Mellers, and Judi Strebel. “Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives.” Journal of Consumer Research: February 2010 (published online July 15, 2009).The authors conducted four studies in which participants received a gift as a token of appreciation for participating in a survey. Some of the participants knew about the gifts before participating, while others were surprised.

The economic climate and globalisation has made industries more competitive so it is vital for organisations to have the right international skill set.  With the challenges of new markets, globally distributed remote teams,  the enormous changes happening in the workplace where people of all different nationalities are thrown together and different communication styles across the globe, it’s a sure bet that CULTURAL DIVERSITY is today’s business reality.  Our future clients and colleagues will be more likely to want to do business with us if we can demonstrate an authentic understanding for their culture, business needs and communications styles. You cannot afford to get things wrong!  International managers armed only with easy-to-learn, fast-to-recall cultural dimensions and differences will find themselves stereotype rich and operationally poor in today’s business reality of complex cultural organisations and culturally diverse customers. Ensure a positive difference for your business performance ,as well as for the people within it, by learning how to embrace cultural diversity profitably!

In working with an international firm in Madrid recently, I was reminded of
the complexities of intercultural collaboration in global teams when working with virtual working arrangements.  Although we can understand certain cultural differences in working patterns and cross-cultural communication styles, it is inevitably the little things that trip us up unexpectedly…