April 21, 2024

How Culture Drives Behaviours | Julien S. Bourrelle | TEDxTrondheim

Published May 19, 2023, 12:20 p.m. by Bethany

culture drives behaviours.

It's no secret that culture drives behaviours. The way we are raised, the values we are taught, the traditions we follow - all of these things contribute to the way we think and act. And nowhere is this more evident than in the world of marketing.

culture shapes the way we perceive the world around us. It influences the way we make decisions, the products we buy, and the brands we support. In other words, culture is a powerful force that can make or break a marketing campaign.

That's why it's so important for marketers to understand the role that culture plays in their target audience's behaviours. By understanding the cultural factors that influence their customers, they can develop marketing strategies that are more likely to resonate with them.

For example, let's say you're targeting customers in the United States. If you want to appeal to them, you need to understand the cultural factors that influence their behaviours. Things like individualism, materialism, and a focus on the here and now are all important factors to consider.

On the other hand, if you're targeting customers in China, you need to be aware of the collectivist culture and the emphasis on long-term planning. Understanding these differences is essential for developing effective marketing strategies.

Of course, culture is just one piece of the puzzle. Marketers also need to understand the other factors that influence their target audience's behaviours. Things like demographics, psychographics, and even personal preferences all play a role in how people make decisions.

But culture is an important piece of the puzzle, and it's one that marketers can't afford to ignore. By understanding the role that culture plays in their target audience's behaviours, they can develop marketing strategies that are more likely to be successful.

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Transcriber: Tijana Mihajlović Reviewer: Ilze Garda

I was in Brussels.

I was sitting on La Grand-Place,

which is a beautiful square in the center of the town.

Suddenly, a man came and sat next to me, and started talking to me,

so I turned to him and I answered.

Then I turned back and I asked myself, "Why is he talking to me?"

Suddenly, I realized, "Julian, you're becoming Norwegian."


So I turned to the man and I said,

"Sorry, I live in a country where people don't speak to each other."

The thing is, in Norway, it is not that people don't speak to each other;

it's that socialization takes part

in a much more framed and organized manner.

I was not expecting this man as a stranger to come and talk to me.

However, this is surprising,

because I come from the French-speaking part of Canada

where that type of behavior is totally normal.

However, my mental programming has changed.

My brain has been rewired,

because during the last five years

I've lived in a tiny little country in the north of Europe

which is called Norway.

When you move to a different country,

there are three ways that you can relate to the culture:

you can confront, complain, or conform.

When you confront,

you believe that your behaviors are the right behaviors.

When you complain, what happens is that you will isolate yourself

into social bubbles of foreigners living in segregation with the society.

When you adapt your way to behave, when you conform to the whole society,

then you can truly benefit from diversity.

But that implies

that you are observing, learning, understanding the behaviors of others,

and adapting your own,

so that it fits with the behaviors of the society you're in.

I was in the north-east of Spain, in a beautiful region of Catalonia,

and I was there with a very good friend of mine.

He is two-meters tall, blond hair, and blue eyes.

We were visiting the beautiful region

where they're making the cava, the Spanish sparkling wine.

After the guided tour,

we asked some more questions to the very charming guide that was there,

and she was explaining us with passion about what she was doing,

and then suddenly she stopped.

She took a step aside, she took my friend, and she shook him.

And then she looked at me and said,

"Why is he not interested in what I'm saying?"

Because she was not getting the emotional feedback she was used to.


She was seeing his emotional feedback

through her own cultural glasses,

meaning that she was interpreting the fact that he had a neutral face

on what it would mean if someone from her culture would have that face,

and that would mean

that the person was not interested or didn't want to be there.

And we all see the world through cultural glasses.

The lens through which your brain sees the world shapes your reality.

If you can change the lens,

not only can you change the way your brain perceives behaviors,

but you can change the way people relate to cultural differences.

Embedded within that statement is the key to benefiting from diversity.

Three years ago,

I was sitting on the board of directors of one major university in Northern Europe

and I was representing 2,000 academic staff,

and I wanted to become a better leader.

So I've looked around the whole university

for a leadership class that would be suited to my position,

and I found one, and I was thrilled,

because not only would I learn about leadership,

but because I would also learn about how women lead,

because the class was called "Leadership for women".


And so, as naive as I was, I've registered for the class.

The next morning,

the gender equality adviser of the university calls me and says,

"Julian, this is leadership for women. You're a man. You cannot attend."

It was the first time in my life

that I was denied education based on my gender.


This is my cultural perspective about what happened there.

However, why is the university doing this?

Because the government had been putting in place a scheme

that allowed the university to take candidates in full academic position

before someone that has higher academic training

if the candidates can document leadership training.

By offering leadership training only to women,

the university was fast forwarding

the track of women into full professorship position

at a place where less than 20% of women had professorship.

I call this equality of result.

Not equality of opportunity; equality of results.

I did not have the same opportunity to flourish to my full potential,

but the result is that we have a balance in society.

We enforce diversity, and there is a good reason to do this.

Studies show that boards composed of both genders

will perform 15% better then boards that are composed of mainly one gender.

But studies also show that boards that are composed of different cultures

will perform 35% better than boards that are composed of only one culture.

Cultural diversity increases problem-solving ability.

It increases creativity and innovation.

The real challenge here

is to make people being able to communicate well together.

And this you do through explaining cultural differences.

Two years ago, I was sitting in my living room.

I was sitting there with a friend

and we started to draw typical cultural situations.

Then we made a Facebook page,

and then we made a free website,

and then I started to lecture all around the country.

I'm happy to say we've just crossed one million people

that have seen these drawings to help to connect culture.

And the idea behind that project is to create a simple, humoristic way

in connecting people of different cultures,

especially in Norway.

You know that most people around the world are raised with the idea

that they will need to contribute to a group,

that they will be part of a group and interdependent on their members.

And it affects the way people behave.

Other parts of the world, especially the Western world,

we raise our children to be independent and to be self-sufficient,

and we create certain independence in society,

and it changes behaviors.

You see the difference?

This basic principle tells a lot

about how you're going to expect a friendship to look like.

In certain societies where the group prevails,

the friendship will be much stronger,

in terms that people will live in symbiosis with each other

and dependent on each other,

and they will be expected to be invited

to every single event that the very good friend will do.

However, in other cultures, friendship will be much more distant.

I've asked a Scandinavian man one day what a good friend was.

You know what he answered?

"It is someone I can sit in silence in a room and feel comfortable."

If you tell this to a South American,

they won't understand what the principle is.

This is about friendship and love,

and contact with people is one of the six basic human needs.

If you're not able to see

how this friendship and love is communicated to you

because you are blinded by your cultural glasses,

you will spend years believing you have no friends.

You will spend years believing that people are rejecting you.

It is about changing these cultural glasses.

This is when you know that a Norwegian bus stop is full

and that you need to stand.


What happens if you sit in the middle?

It could very well be that one of the two persons

stands up, takes a step aside, starts playing on his phone.

Now, what if you look different? What if you're wearing a religious symbol?

How easy it is to believe that the person has moved away

because you're of a different skin color or of a different religion?

A typical cultural misunderstanding and a very basic of human interactions:

you've came into the personal space

of someone who has a much bigger personal space.

In most cultures in the world, there's place for 4 people on that bench.

Not understanding these very subtle physical differences with people

will actually lead to lot of miscommunication.

If you want to observe it yourself, go to any international conference

and try to observe a South American

that tries to communicate with a North European.

What will happen there

is that the South American will be very eager

and will stand at a distance that's comfortable for him.

The North European will be also very eager,

but stand a little bit further away,

because he's not comfortable that the South American is so close.

If you observe it over time,

you will see that a little dance starts


and people go around the room,

none of them realizing that they are feeling uncomfortable,

or they both feel uncomfortable, but they don't realize why.

It's just a simple thing of culture

and being able to feel that distance between people,

which is different in every culture.

And that has to do as well with politeness.

Politeness is a concept which is very much culturally related.

It's a group of norms and social codes that everyone obeys to,

so that communication goes well in the society,

and in certain societies it is very strict,

and you have a way to talk, and you have a way to behave.

You change the way - you're changing the words in the sentence.

In other places,

politeness might only mean not to disturb others,

to leave more space, both in friendship and physical space.

And if you move to another country

and no one explains you what politeness means,

how can you expect people -

how can you expect that someone will behave as he's expected to

in a foreign culture?

The key here is to benefit from diversity.

Everyone sees the world through cultural glasses.

It's not about what you see; it's about what you perceive.

It's not about what you see; it's about what you perceive.

And it is by taking small steps

that we will one day help the world to truly benefit from diversity.

Thank you.



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