THE CONNECTED BRAND: From Stereotypes To Strategies

The Connected Brand with Maria Elena Duron

From Stereotypes To Strategies

Bridging the Cultural and Generational Communication Gap

Wong Brothers Laundry Service – Two Wongs Can Make it White” This statement was actually printed on an Abercrombie & Fitch shirt which triggered a national boycott in 2002. “We personally thought Asians would love this T-shirt,” said Hampton Carney, A&F’s spokesman. However, students from Stanford University think, “WTH. That’s so racist!”

These two scenarios are examples of our challenges in terms of cross-cultural and cross-generational communication. In the first scenario, the American clothing brand thought that Asian or Asian-American consumers would love the product, yet it was a flop that resulted in a serious issue. The second example, on the other hand, a college student might react in a manner that cannot be easily understood by a listener who belongs to a different generation. What is WTH, anyway? WTH is actually an acronym for what the heck. So if you’re not the type of person who doesn’t really chat or stay in online forums, then this and other acronyms and emoticons might not make sense to you. In the past, we only had to deal with communication gaps across cultures. Now we have to deal with cross-generation communication gaps as well. So how do we exactly manage this and start seeing beyond stereotypes and turning them into effective communication strategies?

Strategies for Cross-Cultural Communication

Here are some useful tips on how to effectively communicate with people from diverse cultural backgrounds:

• Avoid asking, “Do you understand?” Instead, check for understanding by encouraging them to ask questions or raise clarifications. You may also ask them what they think about the issue.
• Raise your cultural awareness. First, you have to identify the cultural groups you are dealing with. Then ask questions about how they do things in their own country. For instance, in the US, people show respect by properly addressing the person they’re talking to (use of Mr., Ms., Dr., Prof., etc) and by maintaining eye contact. However, in some Asian countries, people show respect by using honorifics (ex., san), bowing and not directly looking at the person they’re speaking with.
• Learn how to cope with culture shock. Of course, culture shock is just a normal response when a person is immersed in an unfamiliar culture. But this is definitely something that we can control by taking a few positive steps. One of which is acknowledging the fact that it’s quite normal to experience culture shock. People have different symptoms of culture shock – some have difficulty in sleeping or eating while others become irritable. We just need to recognize these symptoms and accept that it’s normal.
• Try to learn a few phrases in the native dialect. Have you noticed how politicians and celebrities try to thank their supporters or fans in the native dialect of the place where they tour? You can also do the same. Learn a few phrases and try to use them when conversing with locals because it’s a good way of showing that you’re trying to reach out to them.
• Mimic the reactions of the natives. Another technique that one must try when dealing with people from other cultural backgrounds is by mimicking how the natives react to a certain situation. Observe them and see how they respond. For example, how do they say sorry? Do they bow excessively? Then the next step is to try the new behavior and evaluate if it works.
• Avoid ethnocentrism. Ethnocentrism is the belief that one’s culture is superior to all others. Never assume! Just because an action does not look, sound, or feel right, it doesn’t mean it’s abnormal. For example, if you go to an establishment in the Philippines, expect to be called Ma’am or Sir at all times. They don’t think that you’re from the military; instead this is their way of showing respect to the customers and authorities.
• Take time into consideration. This usually applies to those who work with virtual teams located halfway around the globe or with people from different time zones. Time can also be a reason for miscommunication. Say for example, a boss based in New York sends out a meeting invite at 8AM (a conference call) with a staff member based in Taiwan. There’s a huge chance that the staff in Taiwan will report 8AM local time on that day only to find out that the meeting is scheduled at 8AM Eastern (which is 8PM, Taiwan). In this case, we should be more sensitive of the time and really clarify the time zone you are following to avoid miscommunication that could also result to unnecessary overtimes.

Strategies for Cross-Generational Communication

Meanwhile, let me provide you some tips on how you could flex and match your communication style when talking to Traditionalists, Boomers, Xers, and Millenials.

• Know their communication style. Each generation has its own unique communication style. Traditionalists prefer formal and face-to-face interactions. Baby Boomers tend to be open and direct and they expect to be pressed for details. Gen Xers, on the other hand, enjoy using emails as a primary communication tool. And finally, the Millenials love to send text and instant messages and they are not hesitant to network with other people no matter where they are as long as they’re online.
• Refrain from using generational jargon. If you are a Millenial and are talking to a Traditionalist boss, avoid using acronyms such as BRB (be right back) and LOL (laughing out loud) because one, they might not understand it and two, they might think that you’re being impolite or disrespectful. The same goes with the other generations, Boomers should not expect Millenials to find disco as “groovy.”
• Learn how to provide feedback. Each generation has its own way of perceiving feedback. For Traditionalists, no news is good news and feedback should be given formally. They don’t necessarily want to be applauded instead they prefer a subtle form of acknowledgment. Boomers don’t want much feedback, once a year is enough but make sure that you document it. They prefer giving feedback than receiving them. For Xers, they want to get feedback to know how they are doing and to check if they are on the right track. The Millenials are used to being praised by their Boomer parents and they think that silence is a sign of disapproval. They like receiving feedback and they want it with just a push of a button.

Overall, there’s no secret formula or magic pill that will automatically zap communication gaps. On top of the tips mentioned above, we also need to improve our active listening skills, be sensitive and pay attention to non-verbal communications like gestures and facial expressions, do not interrupt the person talking, show genuine interest, ask questions or paraphrase if you do not understand something, and most importantly let’s learn to respect and embrace these differences.

Author:

Maria Elena Duron is chief buzz agent and inspiring identity coach for buzz2bucks.com a personal branding firm. She is listed as one of the top 50 Personal Branding Consultants Worth Working With and one of the top 100 Twitter experts as well as author of thebuzz101.com

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Posted to THE NATIONAL NETWORKER. To subscribe for your free newsletter, go to www.TheNationalNetworker.com. For the complete National Networker Relationship Capital Toolkit and a free, continuous RSS feed (available either by traditional RSS or by direct email), go to: http://thenationalnetworkerweblog.blogspot.com. You are also invited to click our buttons:


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THE CONNECTED BRAND: From Stereotypes To Strategies

Diversity In Generations

By Maria Elena Duron

Multicultural Networking Editor

It used to be that when you spoke about diversity, you were referring to nationality, ethnic background, religion and even the number of males or females, yet now when you say “diversity” it can also me diversity in generations.

According to Carolyn Coleman-Arnold, Director of the Permian Basin Board of Realtors, connecting to and being able to communicate with different generations is one of the biggest challenges in the real estate business. After all, you buyers and sellers and agents can be a whole host of different generations.

It’s important to understanding the values and vision of each generation to make a great connection! And, unfortunately, assumptions abound. Over the next few articles, here in the National NetWorker, I’ll focus on some assumptions that are obstacles in your networking with a particular generation and some best practices that will further you efforts in creating relationships with each generation.

Generation Y: A product of the self esteem movement and heightened parental involvement – they are used to be told their special and important; highly skilled in digital communication; and appreciative of group projects. While there are workaholics in any age group, Generation Y tends to be “done” when they’re done at work. That makes it a uniquely challenging to find opportunities to network with Gen Y.

Social networking online like Ning.com, Twitter, and Blitz events provide more of an online connection and opportunities for virtual conversations that deepen relationships without physically having to go anywhere.

When you can “tweet” a need on Twitter from any mobile phone, you can literally be in line at the bank and sharing your thoughts on someone’s post or a book they’ve recommended via their Twitter feed.

Often, in meetings, Generation Y is reprimanded for being preoccupied with their technology – emailing and texting during meetings. In actuality, they might be polling their contacts for information or recommendation on the subject/problem of the meeting. They might be combing their database for contact information for some resources that could provide answers to the topic. Or, they could be making a task note to do more research on the subject. And, they could even be surfing the net for relevant information. It’s important to know that Generation Y sees all of their digital resources available on their cell phones (mini-computers) to be viable resources at anytime. Often, there’s a huge disconnect with baby boomers and traditionalists who may see that kind of activity in a meeting and consider it rude.

Generation Y will even text people they’re in the room with. It’s much like passing notes – it’s faster (to them) and they don’t have to worry about anyone overhearing their conversation. So, just because a Gen Yer is texting when you are talking to them, don’t discount that they’ve blown you off – they could be connecting you to someone in that very same room!

Equally as challenging, is understanding the language. Text language is much different than what we would say in an email. You must be extremely creative and to the point when you only have 140 characters to express yourself.

An anonymous Gen Yer shared recently at a meeting, “I don’t like all the flowery talk of the older generations – just give me the facts and info I need and I’ll run with it.”

Many conversations focus on the health of our planet and the resources we utilize. It’s a topic that’s been prevalent for most of Gen Y’s life.

To network with Gen Y:

· Learn the language

· Learn the causes and focus

· Check in and check back often providing consistent feedback and conversation

· Get Techie

· Create group activities/opportunities

Next month, we’ll focus on Generation X. I know I’ll have even loads to share with you then since I am a Gen Xer!

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Posted to THE NATIONAL NETWORKER. To subscribe for your free newletter, go to www.TheNationalNetworker.com. For the complete National Networker Relationship Capital Toolkit and a free RSS feed, go to: http://thenationalnetworkerweblog.blogspot.com.
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Diversity In Generations

Zap the Cultural Gaps with EI

By Maria Elena Duron

Multicultural Networking Editor

Managing emotions is a crucial competence for effectiveness in a world of differences. Different cultures respond differently to emotional displays, the ability to respond in an emotionally appropriate manner becomes an even more valuable asset for the global executive. Given the complex multicultural world in which we live and work, using emotional intelligence to understand cultural differences is a required competence. Emotional intelligence is great for building both productive relationships and interpersonal effectiveness. It is based on the premise that understanding other cultures is a pragmatic strategy, as well as a rich, rewarding approach to life.

I would like to share to you four practical tips to help you zap the cultural gaps through emotional intelligence. These four tips aim to guide and help you develop the critical skills that make up this competence.

Understanding Cultural Whys Behind a Behavior

Let me give you an example to explain this. During my last visit to the Philippines, I noticed that whenever I go to any establishment, whether high- or low-end, people would always call me “Ma’am” and my husband, “Sir.” It’s somehow annoying when I hear them say, “Let me repeat your order, Ma’am.” or “Is there anything else, Ma’am?” all the time! In the US, we usually hear “Ma’am” and “Sir” from those in the military. Although it was a bit irritating to hear (since I never attended a military school), I couldn’t just express my annoyance. I researched on it, and I found that “Filipinos are careful to show respect to those of superior status (due to age, education, organizational rank, perceived wealth, etc.). For instance, when speaking (in Tagalog-Pilipino) to an elder, a social superior, or a stranger, a person inserts the particle po or ho ("Sir" or "Ma'am") into almost every sentence.” (EveryCulture.com) I then understood that the waitress wasn’t really trying to annoy me; instead, she’s just showing respect.

This is a very simple example. However, it is very common to be misunderstood or to misunderstand people because of our cultural differences. They key is to hold on to your emotions first and try to get to the bottom of the behavior. Asking why wouldn’t hurt. Instead, it will help you understand why people do the things they do. It also helps you avoid any unnecessary conflicts.

Seeing the Benefits and Limitations of Cultural Norms

Remember the word “norms”? Merriam-Webster defines it as “a principle of right action binding upon the members of a group and serving to guide, control, or regulate proper and acceptable behavior.” When we understand the reason behind a person’s actions, it opens our eyes to the benefits and limitations of what’s normal for other people. At this point, we’d be able to see what good these norms can do to us and to what extent they are beneficial or harmful. Given the example above, if we try to see the benefits of using “Sir” and “Ma’am” in a business, we can then understand that it may boost sales, because guests may feel respected and valued. However, the limit is overdoing it. It would have been better if they introduced themselves and asked for the guests’ names or how they want to be called. That way, no one gets annoyed, and customers will still feel respected.

Transcending My Own Perspective

In this world, it is not enough that we understand our own feelings. We also need to understand other people’s feelings. That is when empathy comes into play. Aside from understanding the reason, benefits, and limits behind various cultural norms, it is also good if we are able to empathize and walk in other people’s shoes. This includes controlling our urge to judge other cultures as inferior by acknowledging the pros and cons of all cultural norms, yours included. This deeper level of understanding helps you to see through others and get a handle on your own feelings about their behavior.

Creating an Environment That Values Diversity

The first three tips mentioned earlier will not work as effectively if you are the only one doing it. Spread the word, and help your friends and colleagues understand about how EI can help us build stronger working relationships with our peers, bosses, and even clients. An organization comprised of emotionally intelligent people is more likely to succeed than those who do not have the same competencies. Don’t keep the knowledge to yourself - be an advocate of emotional intelligence to help zap the cultural gaps!

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Zap the Cultural Gaps with EI

Diversity NetWorking

By Maria Elena Duron, Multicultural Networking Editor

NetWorking happens at mixers, seminar and community events. Almost a decade ago, I met the following gentleman because of our involvement in the Hispanic Chamber of Commerce and of a connection I had with his wife. Meet Greg Maes, Supplier Diversity Small Business Coordinator Supply Chain Management for Chevron Global Upstream (a Chevron U.S.A. Inc. Division Company).

Maria Elena: Thanks for taking the time to meet with me Greg! I know what a hectic travel schedule you keep. You recently won an award, congratulations! What is the official name of the award?

Greg: Corporate Advocate of the Year 2007 for the Women Business Enterprise Alliance. I accepted the award at their annual banquet in Houston, Texas.
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Diversity NetWorking

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