Cultural Awareness

Cultural awareness is hugely important in our increasingly international and global communities. Businesses, both small and large, are increasingly working within a global market and with multicultural teams. The ability to communicate openly with other cultures is vastly important to create a successful business with an open and welcoming culture and attitude.

If you have ever traveled or done business on an international scale you’ll have experienced cultural differences. They can lead to some general amusement over misunderstandings however, they can cause some issues in business or your career. We’ve put together this blog to explain cultural awareness and some top tips for avoiding any conflict borne out of cultural differences in the workplace, and allowing you to leave a good impression.

What is cultural awareness?

To put it simply, it is the ability to be open to changing attitudes about global cultures and ways of living. It is allowing yourself to take a step out of the confines of your own culture (but still being aware of that) and acknowledge, accept and appreciate the differences of other cultures.

Why is cultural awareness so important?

Cultural awareness is so important because it has a huge impact on communications and negotiations, especially within a business environment. When it is addressed properly it can actively build great cross cultural business relations however when ignored or not thought of as anything important the lack of cultural awareness can lead to breakdowns in communication and business relationships.

A person’s cultural background can have an impact on how they behave around others, their sense of self within the workplace and in all manner of other ways including decision making and conflict resolution. If everyone is aware of these differences through cultural awareness and knowing about cultural diversity then potential problems can be prevented before they’ve even started.

Degrees of cultural awareness

Like most things there are a few different levels of cultural awareness. These reflect how people grow and adapt to cultural differences.

My way is the best and only way

I understand their way, but my way is still better

My way AND their way

Our way

So what do these terms mean?

My way is the best and only way

The first (and most lacking in cultural awareness) level.

At this level people are only aware of their own way of doing things and believe it to be the best way. They don’t think of, or ignore, the impact of cultural differences.

I understand their way, but my way is still better

By this second level people are aware that there are other ways to do things - but still consider their own way is the best.

At this level cultural difference are simply seen as a source of problems and they are ignored or reduced in significance.

My way AND their way

People are aware that there is more than one way of doing things and they choose the best way depending on the situation.

At this level people realise that cultural differences can lead to both benefits and problems. They are willing and able to use cultural differences to create new and alternative solutions to things.

Our way

The fourth and last level. It brings people together from different cultural backgrounds to create a culture of shared meanings.

People speak to each other openly, create new rules and meanings and come up with new solutions to meet the needs of the situation.

They realise that cultural awareness means seeing both the positive and negatives in cultural differences. An open mind to diversity can create valuable new skills, attitudes and behaviours within the workplace.

Tips for Cultural Awareness and business relations

“If we are to achieve a richer culture, rich in contrasting values, we must recognise the whole gamut of human potentialities, and so weave a less arbitrary social fabric. One in which each diverse human gift will find a fitting place.”

Margaret Mead - American cultural anthropologist

Business etiquette and cultural awareness is a huge subject which, of course, varies from country to country. There is no single approach to business and the popular term ‘international business culture’ is rather misleading! What it does do however is raise people’s awareness of international business, different cultures and international contexts.

We’ve compiled some tips and guidelines - for both business etiquette and cultural awareness in the workplace - which should be a great starting point for doing successful international business.

Communication

The single most important way of combating cultural diversity is honest and open communication.

You’ll know if you’ve done a lot of traveling, either for business or pleasure, that there are vast differences in communications between countries. In some cultures people are typically loud and very direct. In others they can be more soft spoken, speak indirectly to get their point across and are very patient - listening more than they talk.

In business these traits may come across in a much more pronounced way. Keep an eye out for how people are speaking and try not to take it personally if you are interrupted for example - it may just be that person’s way. Another top tip, some cultures place great importance on hierarchies. It is always worth keeping an eye out for this and addressing colleagues by their title and last name (Mr…) to make a good impression.

Of course, as with your own country, each person is vastly different so always take a situation on its own merits and adapt your behaviour according to your own feeling of what is happening.

Cultural knowledge

Probably