In some countries, like Russia, Portugal, Italy, China and India, restraint is not just a virtue, but a way of life. Generations are raised with the undercurrent that fun and enjoyment are excess or occasional gifts meant to spice up life - at least for the majority of the people who live there. In indulgent countries, like Mexico, Sweden, Australia, the UK, and the United States, fun is virtually viewed as a right.

If America was a person, she may not be the life of the party (that’s definitely Mexico), but she’s absolutely an extrovert. She likes a challenge and loves to work hard, but she also feels fulfilled with many kinds of friendships, some of which are casual and care-free, and struggles to thrive under systems with a need for too much discipline or self-control. While of course there is a spectrum of values in the population, the average American is more indulgent in nature than the majority of the world.

If you can understand this as a small business, maybe you can even learn to love, work with, and even mature it into a deeper version of itself. Online, Americans are often the connectors. They use the internet for the loose socialization they appreciate in reality and explore other countries and spaces frequently. They are quick and open to sharing fun information, trends, and humor.

Americans are less likely to judge your business for candidly expressing itself and more appreciative of direct, honest discussion. Their general ability to connect quickly also allows you to add variety to your marketing without too much fear of losing your audience. They are used to diversity and, in general, find fast ways to relate.

The ability to savor the pleasures in life is often preceded by an optimistic disposition. It may be hard to believe at times, but this is actually true of America. We are optimists. Even in the midst of struggle, we like partaking in joy, humor, and friendly comedy. No matter what your niche is, keep in mind all Americans want to have fun. It’s your job to find what’s fun for your market.

With so much on socials about how modern generations lack focus, it probably comes as no surprise that Americans score low in terms of long-term orientation. If your audience is largely from the states, then they are probably short-sighted. What may be enlightening to some, is how this orientation impacts the way we tend to interact with the organizations we come across.

American audiences have less patience when it comes to visible results. Yes, this may mean you need to manage expectations clearly and highlight the ares of success more readily; however, many small businesses fail to recognize this also translates to an expectation of timely customer service. Whether it’s realistic or not, your clients likely expect you to address each of their concerns visibly and swiftly.

Depending on your field, fast results may not be possible. In this case, education and culture building can be used to recalibrate the beliefs your market adopts as valuable. You can use some of the benefits of short-term orientation to do this very thing.

People who have been raised in places like America tend to appreciate anything that helps them make good decisions in a timely manner. Ratings, data, infographics, and evidence based arguments ease our minds. Truthful information in easy-to-digest formats can be your best friend. Short-term audiences also love a good trend. Don’t be afraid to participate in them, or even set some. Understand you can use these tools as culture builders, not just as a mechanism for appealing to your customers. Move people towards a bigger perspective by starting with what feels a little more familiar and usable in their minds.