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Who we are

Jeffrey Foster

Ben Sadler

Strategy and Insights for Wunderman Global Advertising
The 95%

THINKING ABOUT HOW THE REST OF THE WORLD
THINKS
How many of you
expect to continue to
work with people from
other countries in your
lifetime?
How many hope that
goes well?
Culture matters
What we will talk about
•  The roots of culture
•  How culture drives behavior
•  Ways to measure the differences between
cultures
•  How to use this information for fun and profit
	
  
	
  
In-group versus Out-group is biology.
At the very basic level, those in an
In-group can eat and reproduce.

It is a zero-sum game where outsiders
threaten the survival of the In-group
and so are treated with hostility.
The role of culture for Human In-Groups
In-groups provide protection in exchange for loyalty
and in humans, a sense of identity.	
  	
  
Culture is learned not
inherited
Foundations of Culture
America has the world’s best known culture.
Not to be confused with dominant.

There are more
people living
inside this
circle than
outside of it.
In a globalized world,
culture matters more
than ever
Because culture affects everything
Culture is the foundation for communication.
Latin cultures: Black =
Fear, Anger & Grief
Chinese culture: Black =
Powerful & Expensive
Anglo culture: White =
Purity & Happiness
Latin cultures: Black = Fear, Anger Grief

Korean culture: White =
Death & Mourning

Chinese culture: Black = Powerful & Expensive
In the US, a person standing alone is likely seen an
independent free thinker, on his own path. This is positive.
In Japan, the same image likely conveys being without
support and lonely. This is negative.
Cultural relevancy–now matters
Changing	
  behaviors	
  

Changing	
  expecta3ons	
  

Changing	
  loca3ons	
  

	
  

	
  

	
  
Measuring the
differences between
cultures
About measuring differences
There are a variety of tools
We will talk about an influential
one: Geert Hofstede’s
Dimensions of Culture
There are more
Hofstede and the IBM Survey

Geert	
  Hofstede	
  analyzed	
  surveys	
  from	
  40,000	
  IBM	
  employees	
  in	
  70	
  
countries	
  and	
  started	
  to	
  see	
  paBerns	
  in	
  the	
  answers	
  that	
  were	
  country	
  
based.	
  Crea3ng	
  what	
  he	
  calls	
  Dimensions	
  of	
  Culture	
  
	
  
Hofstede’s Dimensions of Culture
Power Distance
Low—I am very comfortable with
questioning authority.

High—I embrace hierarchy and
expect that the powerful will be
appropriately responsible.
Collectivism versus Individualism
The needs and interests of my group My needs and interests as an
are often my first concern.
individual are my first concern.
Feminine/Masculine
Feminine: men and women are equally Masculine: men have power. Women
modest, nurturing, and concerned with normally are modest nurturing and
the needs of others. Power is shared.
concerned with the needs of others.
Uncertainty Avoidance
Low—I am comfortable with
uncertainty	
  

	
  

High—I strongly prefer certainty.
Long-term Orientation
Short-term orientation: daily
revenue from a fast food franchise

	
  

Long-term orientation: lifetime
revenue from a walnut grove
Restraint versus Indulgence
There are good reasons for
introversion and pessimism.

There are good reasons for
extroversion and optimism.

	
  
Hofstede’s Dimensions of Culture
Now an example of
how to use the
dimensions of culture
USA by the numbers
Dimensions that make Americans American
High Individualism: A culture steeped in the narrative of the individual
Masculine: America is a culture driven by achievement, progress and winning.
Short-Term Orientation: A culture of the stock market and 15 minutes of fame
High Indulgence: Happiness is key to the American experience.
The American Story in Advertising
The American Story in Advertising
How the stories can differ

Wait. Predict. Regain confidence.
Let’s compare some
other cultures to
American culture
In	
  the	
  spider	
  chart,	
  we	
  can	
  
compare	
  the	
  US	
  and	
  
China,	
  and	
  see	
  interes3ng	
  
and	
  telling	
  differences	
  and	
  
similari3es.	
  
US:	
  High	
  Individualism/Short-­‐
Term	
  Orienta3on	
  
China:	
  Collec3vist/Long-­‐Term	
  
Orienta3on	
  
Nearly	
  iden3cal	
  Feminine	
  
versus	
  Masculine	
  
	
  

US	
  

China	
  
Hofstede China scores as bar chart
Long Term
Orientation
Power
Distance

Individualism

Indulgence
Man who defeats oppressors: American version
Man who defeats oppressors: Chinese version
The American to
Chinese comparison is
far easier than
American to British
US	
  
US	
  and	
  UK	
  have	
  very	
  
similar	
  cultural	
  
dimensions.	
  
Yet	
  we	
  know	
  there	
  are	
  
significant	
  cultural	
  
differences.	
  Why?	
  

UK	
  
For	
  UK/US	
  differences	
  the	
  World	
  Value	
  Survey	
  is	
  a	
  place	
  to	
  look.	
  

US	
  score	
  on	
  expressing	
  compe//veness	
  is	
  much	
  higher.	
  
Looking at ourselves from the other’s side
•  It is not about us thinking like a person from the
Chinese culture or the UK or any other culture.
•  It is about us realizing why we seem different to
them and using that to understand them.
•  From that, we can learn to work with them more
effectively.
Applying cultural
relevance to your work
Constraints push creativity
Know your audiences
Deliver the right content
Effective
content is
culturally
relevant
Develop products from a different perspective

	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Summary
Understanding	
  the	
  power	
  of	
  the	
  
differences	
  among	
  cultures	
  creates	
  
advantages	
  for	
  	
  
you	
  as	
  a	
  thinker	
  	
  
and	
  increases	
  effec:veness	
  of	
  	
  
your	
  work.	
  
Open discussion/questions
Resources	
  

Hofstede	
  Websites:	
  
hBp://www.geerthofstede.eu/	
  

hBp://geert-­‐hofstede.com/na3onal-­‐culture.html	
  
	
  

World	
  Value	
  Survey	
  Website:	
  
hBp://www.worldvaluessurvey.org/index_html	
  
	
  

Our	
  Blog:	
  
hBp://bazaarzeitgeist.wordpress.com/	
  
Our	
  email	
  and	
  social	
  
Jeffrey.Foster@Wunderman.com	
  	
  TwiBer:	
  @Eljeffrai	
  
Ben.Sadler@Wunderman.com	
  	
  	
  	
  	
  	
  	
  TwiBer:	
  @sadlerbr	
  

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