Business and Subcultures

When defining CULTURE, it’s important to differentiate between CORE and SUB cultures. Core refers to the dominant ethnic culture in society. It’s not a stretch to generalize and say there is an American, African, African or Latin American culture. I lived in Kenya for many years and crossing the continent to West Africa wasn’t that much different except they spoke French instead of Swahili or English. Middle Eastern people, whether they are from Jordon or Kuwait have basically the same worldview. To make a broad statement that they have a Latin culture is true if they are from Mexico or Paraguay. Core culture is the base of how people see their world, many times even their value system and how the do business.

To really understand people, however, is to look at the sub-cultures within society. (Subcultures are not always the weird or exotic, though they could be. Fringe groups are better described as counter-culture). The people of Paraguay, though Latin, are not exactly like the people of Mexico. Mexicans living in Monterrey are not like those living in Xpujil. The layers of sub-cultures are vast and complicated. Sub-cultures include the rich, poor, educated, uneducated, rural, urban, tribal, caste, women, men, teen-agers, Christians, Muslims, etc. Within each of these categories are other layers, e.g., such as Christians (Catholic, Protestant, Pentecostal, Orthodox) or Muslims (Shia or Sunni). Then there are the special interests groups that makeup sub-cultures. Doctors, IT specialists, florists, astronomers, German Shepherd breeders, geocaching enthusiasts. Political activists can be a sub-group, as well Rotary Club members or social action groups. In every culture there are artists, craftsmen and people with unique cultural professions that could be considered a sub-culture. In Delhi most of the taxi drivers are Sikhs. Several years ago I taught a group of deaf Christians who protested that they were not a sub-culture (non-hearing Americans) but insisted they were a dominant culture. Perhaps, but the point is, in every social environment we find ourselves there are at least two cultures, and probably more, that we are interacting with; a core culture and the layers of sub-cultures.

When doing business with others go beyond knowing that people are from Uzbekistan and try to learn the sub-culture in which they belong. When you show an interest in people beyond their core culture identity you build relationships which enhances your ability to communicate in a meaningful way.