Test your knowledge: How well do you know Mexico’s cultural profile?

Brands and businesses operating successful planetary markets usage a bid of frameworks to assistance them recognize antithetic countries. In particular, to recognize however to successfully make products, instrumentality selling initiatives and marque messaging that resonates with their intended audiences. It’s not conscionable a substance of translation. No 2 markets are alike, and, for example, an advertisement that is wildly palmy successful Sweden mightiness beryllium wholly off-putting successful South Korea. It makes sense. Based connected societal conditioning, priorities, shared values and history, the things radical attraction astir disagree crossed antithetic geographies. 

The Six Dimensions of National Culture

Geert Hofstede’s “Six Dimensions of National Culture” is 1 of the prevalent models utilized to recognize taste differences crossed countries. 

A country’s taste values impact however companies advertise there. (Coca-Cola)

The exemplary classifies cultures according to six antithetic cardinal dimensions: the level of powerfulness region (hierarchical nine structure), individualism versus collectivism, masculinity versus femininity, the level of uncertainty avoidance, semipermanent versus short-term predisposition (i.e., aboriginal planning), and indulgence versus restraint. 

While Hofstede primitively studied the power of these values successful the workplace, researcher Marieke De Mooij expanded upon Hofstede’s research by applying the dimensions to recognize user behaviour and decision-making successful antithetic taste contexts, which helps to make branding strategy and communications. Both angles springiness america an absorbing presumption into a country’s civilization and its radical arsenic a whole. Let’s spot wherever Mexico sits successful these dimensions.

Responses and what they archer america astir Mexico and its people

By examining Mexico done Geert Hofstede’s taste dimensions theory, we tin summation invaluable insights into what drives Mexican nine and however taste values power everything from household dynamics to concern practices.

1. Power Distance (PDI)

The close reply is (A).

Mexico scores precocious connected Power Distance compared to galore different countries. Perhaps unsurprisingly, this means that powerfulness is distributed unequally crossed society, with hierarchies based connected class, societal presumption and adjacent property being wide accepted. In Mexico, this translates into a civilization wherever authorization is respected, and subordinates often travel instructions without question. Unlike much egalitarian countries specified arsenic Denmark oregon Sweden, Mexico is much class-conscious, with wide divisions successful wealthiness and societal standing.

Family is highly important successful Mexico, arsenic are age-based hierarchies. (Unsplash/OC Gonzalez)

Age and household hierarchies besides play an important role, arsenic deference to parents and elders is seen arsenic a motion of respect. In Mexico, sex inequality further reinforces these imbalances. Importantly, this mode of being is not really imposed from above, but alternatively accepted arsenic a taste norm. In workplaces oregon household settings, decisions are often made top-down, and disagreements with the boss, prof oregon genitor openly are little communal than successful debased PDI countries similar Sweden. In verbal cases, this manifests itself done the usage of the ceremonial “usted” with elders, authorization figures oregon strangers to amusement respect.

2. Individualism vs. Collectivism

The close reply is (B).

Mexico scores debased successful Individualism, leaning powerfully toward Collectivism. People successful collectivistic cultures are ‘‘we-focused,” seeing themselves arsenic portion of a household oregon assemblage first, and arsenic individuals second. Family bonds are central, loyalty runs deep, radical goals trump idiosyncratic ones and assemblage ties signifier overmuch of regular life. This shows up successful galore ways. Advertising, for example, often portrays radical successful radical settings, sharing experiences, alternatively than individuals pursuing their ain path. The American-style “Be each you tin be” connection of self-actualization doesn’t onshore arsenic powerfully here. Instead, what resonates is togetherness, belonging and interpersonal connection. 

Interestingly (and often frustratingly), collectivist cultures thin to spot punctuality arsenic a debased precedence (De Mooij, 2010). That’s 1 crushed wherefore punctuality is often much flexible, and last-minute changes of plans are common. Many of america with wonderful, albeit ever late, Mexican friends cognize this well. It’s besides worthy noting that Mexico does people somewhat higher connected Individualism than astir of its Latin American neighbors. So portion collectivist values dominate, there’s besides country for idiosyncratic ambition and independency to radiance through.

3. Masculinity vs. Femininity

The close reply is (A).

Mexico is considered much masculine than feminine, astatine slightest according to Hofstede’s model. (María Meléndez)

Mexico scores comparatively precocious connected Hofstede’s Masculinity magnitude — sometimes much diplomatically called the “Tough Versus Tender Index” — highlighting a taste proclivity towards traits similar competition, accomplishment and success-driven behavior. In masculine societies similar Mexico, being a “winner,” showing disposable signs of occurrence (think: flashy possessions) and displaying spot are admired traits, portion feminine societies spot much accent connected cooperation, modesty, prime of beingness and caring for the vulnerable.

According to Hofstede, masculinity (MAS) besides reflects the grade to which societies reenforce accepted antheral enactment roles tied to achievement, power and power. A precocious MAS people reflects the greater sex differentiation and dominance of men successful enactment and decision-making roles, portion debased MAS societies (“feminine”) determination toward equality, collaboration and steadfast work-life balance. Mexico’s MAS people of 69 places it adjacent to Germany and gives it the second-highest masculinity ranking successful Latin America, conscionable beneath Venezuela. Advertising successful Mexico often reflects this predisposition arsenic well, highlighting presumption brands, spot and aspirational imagery to link with consumers. By contrast, much feminine societies specified arsenic Switzerland stress cooperation, harmony and interpersonal relationships implicit worldly achievement.

4. Long-Term vs. Short-Term Orientation

The close reply is (B).

Mexico’s outlook is firmly rooted successful the present. Mexico scores debased connected Hofstede’s Long-Term Orientation dimension, meaning it’s much of a short-term oriented (or “normative”) culture. This often refers to activities similar redeeming wealth and resources for the future. Short-term oriented cultures person a beardown affinity toward the past, portion semipermanent oriented societies, specified arsenic Japan oregon Germany, stress perseverance, thrift, aboriginal rewards and adapting traditions to acceptable modern contexts. By contrast, short-term-oriented cultures similar Mexico spot greater worth connected respecting traditions, fulfilling societal obligations and focusing connected the contiguous oregon past alternatively than readying for distant goals.

With a people of 24, Mexico shows a wide accent connected maintaining taste practice and celebrating traditions (think: Día de los Muertos), reflecting pridefulness successful nationalist individuality and continuity. In these societies, radical often similar speedy results, idiosyncratic stableness and the pursuit of happiness implicit redeeming oregon sacrificing for the future. Many radical presumption luck and destiny arsenic having a greater interaction connected occurrence oregon nonaccomplishment than semipermanent effort oregon perseverance. This predisposition appears successful user behavior, wherever instant gratification, presumption consumption, and enjoyment of the contiguous are much appealing than messages astir delayed rewards oregon aboriginal planning. 

5. Uncertainty Avoidance

Unless duty-bound, astir Mexicans are not inherently risk-takers. Indulgence, however, is simply a antithetic story. (Wikimedia Commons)

The close reply is (B).

Hofstede’s measurements amusement america that astir Mexicans are not risk-takers. Mexico ranks precise highly connected Hofstede’s Uncertainty Avoidance Index (UAI), with a people of 82. This means a beardown preference towards stability, operation and predictability implicit ambiguity oregon change. In precocious uncertainty avoidance cultures similar Mexico, radical header with the chartless by relying connected strict rules, ceremonial procedures and established traditions that supply a consciousness of security.

By contrast, debased uncertainty avoidance cultures specified arsenic those successful Scandinavia are much comfy with flexibility and taking risks, adjacent successful the look of uncertainty. In the Mexican context, this shapes everything from concern practices and workplace hierarchies to societal norms and regular routines. While this penchant for certainty fosters reliability and order, it tin besides make absorption to alteration and experimentation.

6. Indulgence vs. Restraint

The close reply is (A).

Let’s beryllium honest. We emotion Mexico for each of its indulgences. The unthinkable food, the fantastic people, the gorgeous landscapes … Therefore, it comes arsenic nary astonishment that Mexico scores the highest of each countries measured successful Indulgence. In Hofstede’s terms, indulgence reflects the grade to which a nine allows escaped gratification of desires and the enjoyment of life, portion restraint emphasizes strict societal norms and constricted gratification.

With a people of 97, second-highest successful the world, Mexico intelligibly leans toward indulgence, celebrating leisure, optimism and happiness arsenic cardinal taste values. By contrast, Germany’s people of 40 places it person to the restrained broadside of the spectrum, favoring moderation and greater power implicit affectional expression. This stark quality highlights however Mexicans thin to clasp joyousness and spontaneity, portion Germans attack beingness with much restraint and discipline.

Tell america successful the comments: How did you score? Did you hold with the measurements? Which, if any, amazed you?

Monica Belot is simply a writer, researcher, strategist and adjunct prof astatine Parsons School of Design successful New York City, wherever she teaches successful the Strategic Design & Management Program. Splitting her clip betwixt NYC and Mexico City, wherever she resides with her naughty metallic Labrador puppy, Atlas, Monica writes astir topics spanning everything from the quality acquisition to question and plan research. Follow her varied scribbles connected Medium astatine medium.com/@monicabelot.