A Home for Culture Vultures

If you’ve worked in a well-managed, multicultural team, then you’ll know it can be an incredibly rewarding experience.

In fact, high functioning, multicultural teams can be more productive, more creative and – on the whole, more successful than monocultural teams!

Cross-cultural, intercultural and multicultural don’t mean the same thing.

Although these terms are often used interchangeably, they do, in fact, have very different meanings.

Accents are an amazing window onto our history.  As accents die, so too are accents born in response to changes in our environment.

In ‘The Lost Cockney Voice’ available on podcast via Radio 4 downloads, Cole Moreton talks about the unique cockney accent of his grandmother’s era.

Multicultural teams are now the norm within many of our larger companies, organisations and brands.

Challenges relating to communication, trust and morale within culturally diverse teams are common.

The culturally homogenous team is a thing of the past in most international organisations and companies.

More and more teams are made up of people with different nationalities and therefore different cultures, languages, ideas, behaviours and ways of doing things.

Working internationally comes with certain challenges - navigating cultural differences is just one.

Being able to work, communicate, sell to or buy from people in different countries, working in different times zones, with different ways of doing things is essential.

"Understand the differences; act on the commonalities." - Andrew Masondo, African National Congress

The nature of our workplaces has changed.

Working with people from different cultures is becoming increasingly more common; however it can also give rise to challenges.

Thankfully, Erin Meyer has recently published a book that provides a framework on how different cultures across the globe view communication at work.

Culture impacts almost everything we do - including interior design! 

As such, regardless of the business we work in, one should always be aware of cultural differences. 

Being surrounded by other cultures can bring a great deal of benefits.

New research has shown that living in a culturally diverse community can even make you smarter!

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.

As a team manager leading a multicultural team, you go through the stages of team development perhaps a bit longer than when working with most monocultural teams.

When you feel you’ve had enough of battling the cultural differences, and that you just want to call it a day, don’t despair – keep in mind that due to the diversity, the ups and downs feel extreme however in the end, there is simply much more to gain.

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!

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.”

We focus a lot on this website about cultural differences in business; however for us it's all about culture and understanding that culture influences who we are and what we do.

Only when you understand your own "self" and the cultural programming your have received, can you move towards understanding the "other".