Cross Cultural Awareness

Culture Shapes Behaviour

What is Culture?

• The collective beliefs, customs, practices, and behaviours of a particular group or society.
• Defines how people live, interact, and understand the world around them.
• Includes language, traditions, art, music, food, rituals, social norms, religious beliefs, and values.
• Culture evolves over time
• Shapes people’s identities

A Persons’ culture can be based on;

• Religion
• Race / Ethnicity
• Disability
• Age
• Gender
• Socio Economic status
• Sexual Orientation

Today we will be looking at the differences and similarities between people of different Races and Ethnicities

Cross Cultural Awareness

• Cross-cultural awareness refers to understanding and appreciating the differences and similarities between cultures, and recognising how these differences influence behaviour, communication, and values.
• It’s about being mindful of cultural norms, traditions, beliefs, and practices when interacting with people from diverse backgrounds.

Context Drives Communication

Low and High Context

Low Context

• Business first, Relationship second
• Low non verbal
• Direct
• Individualism
• Monochronic 

High Context

• Relationship first, business second
• High non verbal
• Indirect
• Collectivism
• Polychronic

High Context Yes and No

• A direct NO is seen as impolite and disrespectful
• Tend to be evasive – maybe or I’ll do my best
• May remain silent as a means of expressing disagreement
• Politeness and helpfulness requires a YES answer
• Less likely to say ‘I don’t know’
• Nodding does not mean understanding or agreement

Understanding and using time

Monochronic

• One thing at a time
• Rigid timekeeping and punctuality
• Strict agenda
• Prioritise based on business needs
• Deadlines important
• Linear – clear beginning and an end

Polychronic

• Multiple activities at a time
• Flexibility in timekeeping
• No set agenda
• Prioritise based on relationships
• Relationship harmony more important than the deadline
• Cyclical and endless – we can’t predict the future

Similarity Builds Trust

Why Similarities Matter

• Build connection rather than separation
• Reduce anxiety around cultural differences
• Remind us that humans share common needs, emotions and social goals
• Cultural awareness is about understanding, not “othering”.

Universal Human Needs

• Across cultures people share core needs.
• What needs do you think these are?
• These needs show up differently, but the underlying drivers are the same.
• Different behaviours, same intentions.

Shared emotional experiences

People everywhere experience:

• pride
• embarrassment
• fear of failure
• desire for appreciation
• frustration
• motivation

How they display or manage these emotions may vary, but the emotions themselves are universal.

Does this mean the emotion is felt differently?

Remember

“Cultural awareness is not just about understanding differences. It’s about recognising our shared human needs, then respecting the diverse ways people express them.”

Feedback Across Cultures

Tips for Handling Performance Issues

• In most Low Context countries, it is seen as a Manager’s job to criticise
• Asking will be seen as a suggestion – give direct statements about what needs to be done but remain calm and polite
• Set and expect high standards
• Explain that feedback helps you improve and learn – a strong motivator fixed from childhood
• Explain the impact of actions
• Don’t mention how action will increase company profits, or you will be asked for a pay rise

Giving Feedback

Timely

Expressed Directly

Actionable

Behaviour-Focused

Appropriate

Specific

Helpful

What/Why Tool

Reinforcing

‘Do more of this!’

• WHAT is it they’ve done or said?
• WHY was it effective?

Improvement

‘Stop doing this!’

• WHAT is it they’ve done or said?
• WHY was it ineffective?
• WHAT must they do differently next time?