If, like me, you’ve worked with clients whose workforce is based in foreign countries you’ll be aware of the challenges of creating content that works for an international audience. I recently discovered the Culture Factor’s Country Comparison Tool which is free and a great help with this problem.
The tool facilitates the comparison of cultural dimensions across multiple countries, providing insights into six key areas:
- Power Distance: The extent to which less powerful members of organisations accept that power is distributed unequally.
- Individualism vs. Collectivism: The degree to which individuals are integrated into groups.
- Masculinity vs. Femininity: The distribution of emotional roles between the genders, with masculinity favouring competitiveness and femininity favouring care.
- Uncertainty Avoidance: A society’s tolerance for ambiguity and uncertainty.
- Long-Term vs. Short-Term Orientation: The focus on future rewards versus respect for tradition and fulfilling social obligations.
- Indulgence vs. Restraint: The extent to which people try to control their desires and impulses.
By selecting one or several countries, you can visualise and compare these dimensions.
As a person of mixed heritage, I was keen to compare Denmark and the UK. No surprise that Danes have less tolerance for the unequal distribution of power, but I was surprised that Danes score higher for individualism. The way I interpret this result is that while we are very individualist and private people in the UK, the Danes, because of an unusually high level of social trust, and very direct communication style, are able to do business with you without the need to create relationships first. In essence, their better social support allows you to feel more confident as an individual.
Have fun.
