Being mindful of culture when expanding your businessby Ivan Serrano Ivan Serrano's Blog
In earlier times, the term global in businesses for most meant expanding to new territories, but with the emergence of technology and its exponential growth, global now means something different. The critical aspect is not venturing to different countries, though it is part of it, it means appealing to the diverse groups of people that resign within a single location, especially in metropolitan areas.
Appealing to various persons globally requires a balance of understanding multiple cultures and remaining true to one’s business and internal culture. However, the first step is an openness to learn about new cultures. Cultures different from ours tend to be stereotypically depicted and therefore, on a professional’s and business’ part; it requires making the conscious decision and going the extra mile to learn about and experience other cultures with an open mind. The awareness and comprehension of complex topics such as tax evasion, corruption, and crime on one side but humanity, rich heritage and family values in another balances out one’s perspective.
Online tools have enabled us to know where audiences reside and their culture. That aspect makes the process of identifying what cultures to narrow down on straightforward. With information gathered, a business brand can start making subtle changes in their messaging that appeal to more cultures both locally and globally. Audiences appreciate brands that go the extra mile to show that they are valued and “seen.”
However, branching out to learn about other cultures and taking steps to adapt can be somewhat sensitive, and there have been global brands that have missed the mark and received a backlash. It is perhaps the reason why managers and employers should make the extra effort to hire a diverse team that can be able to catch instances of stereotyping, cultural appropriation and unintended racism. Alternatively, focus groups held before the launch of a campaign would go a long way in ensuring such cases do not occur.
Lastly, when thinking global, aim to celebrate the best part of each culture. A successful scenario would be where those who are the focus of the messaging are pleased and applaud the brand for essentially capturing them in good light. The other part would be those outside the culture shifting their mindset with a sense of “I did not know that?” while expressing awe. It is in these steps that, even without expanding to foreign countries, you can gain a global mindset. While at it, don’t forget to remain authentic to your brand, its personality, the core values and the workplace culture.
Created on Sep 10th 2018 12:10. Viewed 408 times.