If you have ever traveled to a foreign country, you may have found yourself confused about how to navigate cultural differences and how they come up in every day interactions. A common shock in many countries, for instance, is how open many Americans are when talking to strangers. With a country as diverse and sprawling as ours, though, you don’t have to travel internationally to see the way culture influences how people react to things. The bluntness of New England—the superficiality of LA—the “polite” South. These are all stereotypes born from cultural differences and priorities. Generational differences, too, can be a challenge to reach across in our own communities. Gen Z is often seen as being unable to focus or commit to anything; however, they have been raised with a high level of customization. Is it possible that perspective can help us to understand and work with them better?
Heuristics are how our brains cruise control on decision-making, and the cultures we come up in set the code for what those heuristics look like. If you live in America, there are some general cultural norms you can be aware of as a starting point, and then further research your specific market niche from there.
The first one I’ll touch on is equality. America ranks pretty high in terms of the level of equality they expect for the least of us. This may seem obvious, but when fleshed out, it clarifies a lot of unseen motivators. What appears to be entitlement, for instance, may be the flip side of the same hidden beliefs that allow us to fight for the freedoms of communities we don’t even know. Whatever your market, who has the least power in the system? If you work in education, it is likely the child. In any market, the casual or passive consumer is often the least powerful within the community. Understand that in our culture there is a low tolerance for exclusion at these levels or a high expectation for fair treatment regardless of the level of power people hold in the system. This idea shapes people’s subconscious expectations of fairness, and even influences what qualities are attractive in a brand. Think of the ways we respect companies and people who share their expertise and give followers tidbits of education on their socials for free. Being aware of this influence is the first step towards working with it in a way that works for your business. How can you express equality in your market?