Cultural awareness is important in today's day and age.

Businesses, government bodies, the third sector and public services all realise the need to understand and embrace cultural diversity at many levels.

A number of American marketing and advertising companies have come together to start a new organization that aims to encourage cross-cultural marketing: a sign of changing directions and prioritizations within the marketing world perhaps?

Cross-cultural marketing, i.e. marketing aimed to target one large, general market, has been enriched by a new association.

Five large agencies...

- American Association of Advertising Agencies
- Draftfcb, part of the Interpublic Group of Companies (IPG  -  Analyst Report, Pepsico, Inc. (PEP  -  Analyst Report)
- two divisions of WPP plc (WPPGY  -  Analyst Report),
- Ogilvy & Mather Worldwide and
- the Millward Brown research company

....have joined forces to form the Cross Cultural Marketing and Communications Association.

Instead of focussing on individual sectors or industries, the CCMCA will employ a “total market approach,” meaning that the market will be approached as a whole in order to generate revenue.

According to the New Yorker, founder Jeffrew L. Bowman believes cross-cultural marketing brings together two fields of industry that usually stay separated. He believes that companies are expected to be either in general or multicultural marketing, but that cross-cultural marketing unites these two fields.

In addition, the association’s work force will be recruited from different cultures to make sure all consumers on the general markets are understood.

In the New Yorker article, member of the advisory board of the new association Vita Harris, who is also executive vice president and chief global strategy officer at Draftfcb, explained this practice. According to her, the total market approach entails that agencies and advisors exactly know the consumers’ wishes. If a staff comes from different cultures, this is more easily achieved than when all employees have the same background.  

Zacks reported that the association was officially launched at the Total Market Industry Conference at Ogilvy & Mather on 9 and 10 September. Here, the association’s spokespersons addressed vital issues such as demographic and technological trends an strategies to attract new, skilled employees and keeping those that are already working for your company on board.

It is expected that the association will be beneficial to the overall advertising market. This is also what the association is aiming for. According to the New Yorker, Mr. Bowman states that the association wishes to “complement the other associations out there rather than compete with them for attention and resources.” He added: “If we’re successful, other organizations will adopt the total market approach. If we go away, great, it would mean we’ll have been successful.”

Global Real Estate advisor Jones Lang LaSalle have carried out some research into the difficulties that can be encountered by western companies when they enter the Indian market.

The result? Cultural differences are a major obstacle.

According to a new study, not enough organisations regard a culturally diverse work force as a top priority.

As having employees from different countries and cultures can benefit an organisation greatly, experts are urging Human Resource (HR) departments to take action!

Maps are a great source of information – but they can also become points of contention as maps, by their very nature, draw political, cultural and historical boundaries.

When these boundaries are incorrect it can lead to negative consequences.

Students and graduates, pack your bags!

Studying or working abroad is not only an experience of a lifetime, the lessons you learn when you spend time in another country might benefit you later in life as well.

You may have seen this amazing graphic going viral in the past couple of days.

How did such a simple and funny representation of stereotype become viral so quickly?

Always wanted to know more about the Swazi language and culture but found plane tickets a tad too expensive?

With the new SiSwApp that is to be launched in February next year, the culture of the beautiful African country will unfold itself before your very eyes!

Have you heard those nightmare stories of foreigners working abroad and causing offence?

Well, strap yourself in because this is one hell of a tale!

Conflicts are never beneficial for a working environment – cultural conflicts are one of many challenges that need to be avoided at all costs.

A recent study, however, revealed that avoiding cultural clashes in the workplace does not only result in a more peaceful environment, but can aid the creative process within companies as well.

Have you ever wondered how other cultures celebrate Valentine’s Day?

Does everyone give gifts?

The winter Olympics have just started in Sochi and Russia expects a lot from it as the Olympic Games always represent the opportunity to shine in the world.

The international attention that this event draws to 'the Motherland' will be an excellent opportunity to share some of its culture.

In January 2014 I participated at the event ‘Doing Business in Germany’ hosted by UKTI (UK Trade & Investment) in Bristol.

This event was held due to the upcoming German trade fair Hannover Messe and CeBIT to enable UK businesses to see the export opportunities available.

Chances are you have been to an airport at least once in your life: thus, the fact that airports can be characterised as culturally diverse places is probably nothing new to you.

Of course, airport staff should be prepared to cope with people from all over the world. But how should they handle all these different cultures?

Brazil! Brazil! Brazil!

The country is the fifth largest economy in the world and covers over nearly half of the South American continent.

We no longer sell DVDs.

Please refer to our online courses instead.

We no longer sell DVDs.

Please refer to our eLearning courses instead.

Easter is nearly upon us and will be celebrated across the world!

Here in the UK we have seen chocolate eggs of all sorts on our market shelves for weeks.

Recent studies on facial expressions have destroyed any suggestions that facial expressions convey the same emotions or meanings all over the world.

In an article on Al Jazeera America, Matthew Hutson states that when it comes to facial expressions, the general assumption is that people all over the world express the same emotion with the same facial expression.

However, according to Hutson, a number of psychologists have recently refuted this view.

In 2001, the UN General Assembly declared May 21st to the World Day for Cultural Diversity for Dialogue and Development due to UNESCO’s Universal Declaration on Cultural Diversity in the same year.

This day is dedicated to enhance our understanding of values of cultural divergence and raise awareness for cultural differences for a better collaboration around the world.