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.

It’s no secret Americans value independence. We were born from the idea of personal freedom, after all. Internationally, we rank the highest - just above Australia- in how strongly we prize autonomy, and we form our identity around the individual, rather than the community. If your customer base is American (or maybe Australian), then, it is critical to acknowledge the idea of independence as a foundational orientation in your marketing strategy.

People in America are expected to have enough freedom and equality (as I mentioned in my last blog) to take care of themselves. The onus is largely on the individual to be self-sufficient and find a way to meet their needs. With that also comes an expectation for sovereignty over one’s own life (and time). We value personal time, privacy, and the ability to travel. Because we place less emphasis on communal ties, we tend to be riskier and are often motivated by things that benefit us as an individual. This explains a higher level of competitiveness and adventure, a tendency towards tangible or visible expressions of achievement, a love of the rebel spirit, and the desire to feel unique. We like things that make us look and feel good as an individual (though there is a high level of variance in what those things are).

The American tendency towards independence works well for all small businesses in the sense that there is always a market for what you are selling out there. It can also present challenges—if your brand involves encouraging people to ask for help or sacrifice personal time for the community, for instance. Like any good therapist, though, it’s important to meet the client where they are. Speak the language they understand and relate to first, understand this coding drives their decision-making, and open them up to different ways of being as you build a relationship with them. You’ve got this, you self-sufficient rebel.