The Commisceo Global Blog

Keeping you up to date with all the news, articles, tools, opinions and press relating to the world of cultural understanding, in and out of business.

How to Avoid Cultural Appropriation & Promote Cultural Awareness Instead

How to Avoid Cultural Appropriation & Promote Cultural Awareness Instead

Once upon a time cultural appropriation was something theorised and discussed solely at universities.

Now, due to our globalized, interconnected, social media fuelled world, the use (or in this case, misuse) of another’s cultural property can turn into big news.

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Hyatt Join the Battle for Cultural Diversity with New Marketing Campaign

Hyatt Join the Battle for Cultural Diversity with New Marketing Campaign

I recently penned some musings about the privitization of cultural diversity in a blog post; the central theme being that politics and politicians don't know how to handle the boiling hot potato that is multiculturalism. The result, I predict, will be the private sector championing cultural diversity and multiculturalism with the politicians glady handing responsibility over.

To summarise the blog, I believe the private sector see the failings of politicians to positively engage and counteract the harmful anti-difference agenda as bad for business.

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Cultural Differences and Export Marketing

Cultural Differences and Export Marketing

Weak Pound Signals Export Opportunities

If one thing is certain in this time of post-Brexit uncertainty, it’s that the Great British Pound is down the pan and looks like it might stay there for a while.

Although this isn’t great news if you’re taking your family of 4 on holiday abroad, it is great news if you have something to sell overseas. With the Pound so weak, now is the time to try and entice foreign customers through export.

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Cross Cultural Marketing Blunders

Cross Cultural Marketing Blunders

Although a little cruel, cross cultural marketing mistakes are a humorous means of understanding the impact poor cultural awareness can have when selling or working abroad.

Marketing is perhaps one of the trickiest elements to get right when taking your business or product into new and unchartered territories. Language, culture, local practices and many other factors heavily influence success or failure.

Many companies have learned the hard way that you have to think outside of your own cultural bubble when it comes to marketing abroad and be very much in tune with local means and ways.

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What French and German Movie Trailers Can Teach Us About Cultural Differences

What French and German Movie Trailers Can Teach Us About Cultural Differences

What can movie trailers teach us about cultural differences in advertising and marketing? A lot argues interculturalist, Désirée Gergen, in her blog for the Culture Vulture.

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Cross-Cultural and Multicultural Marketing - A New Approach to Marketing

Cross-Cultural and Multicultural Marketing - A New Approach to Marketing
A number of American marketing and advertising companies have come together to start a new organization that aims to encourage cross-cultural marketing: a sign of changing directions and prioritizations within the marketing world perhaps?
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Cultural Awareness Key to Global Ecommerce Marketing

Cultural Awareness Key to Global Ecommerce Marketing
E-commerce companies that wish to go international need to focus on cultural awareness as part of their global marketing and sales strategies. Not enough companies are applying localisation at every level, leaving gaps in their global goals.
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Food and Drink Export: Research Cultural Differences for Marketing Strategy

Food and Drink Export: Research Cultural Differences for Marketing Strategy
Exporting food? Beware of cultural differences and always carry out research on consumer, retail and shopping habits say the experts.
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Gamification and Cultural Differences

Gamification and Cultural Differences
Playing games at work? From the work floor to education, gamification is becoming more and more common in a lot of areas. But the practice isn’t as straightforward as it seems: cultural differences prevent game developers from distributing one single game for different countries. Want to know what should be done to these games to cross the globe? 
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Three-steps: Marketing to the Hispanic and Latino community

Three-steps: Marketing to the Hispanic and Latino community
Targeting the Hispanic and Latino community? Learn how language and cultural differences could impact a marketing campaign.

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Expats in Spain filling job gaps

Ex-pats living in Spain are being recruited and trained to work as remote telemarketing staff for English businesses because there is a shortage of suitable candidates in the UK.

Call centre staffing company Sensée has hired 10 sun-soaked British workers as telesales agents for Sense On Hold (SOH), a UK-based company providing marketing to callers while they are waiting on hold. The agents will never meet their new bosses at SOH, as all elements of recruitment and training take place online.

The move reflects the growing number of employers using mobile workers for traditional, office-based jobs.

Read more> Expats 
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"Cultural pinpointing" and the multicultural consumer

The power of ethnic audiences is apparent in everyday life. But inherent risks exist when messaging previously meant for a minority group becomes part of the mainstream.

In its fourth year, the just-released Yankelovich Monitor Multicultural Marketing Study points to the impact of the "commercialization of culture," or repeated use of certain cultural elements to reach broader audiences. In 2004, 37 percent of non-Hispanic whites thought Hispanics were influencing everyone's lifestyle; today, it's 44 percent.

The result may mean less authentic messaging for Hispanics and African Americans, the study reports, if the same marketing strategies are used to reach ethnic consumers. "We're calling it cultural pinpointing. It's about understanding that today there's a lot of borrowing going on from the ethnic marketplace," said Sonya Suarez-Hammond, vice president of multicultural insights for Yankelovich in Chapel Hill, N.C.

Read more: Cultural pinpointing 
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The Expat Checklist

Research and Markets has announced the addition of “The Expat Checklist” to their offering.

The Expat Checklist is a practical and simple guide to items that should be considered in an expatriate agreement, including hints on developing a successful expatriate agreement.

"Kudos to the Expat Checklist! This checklist was really the only thing I found on the web that discussed all the upfront issues and gotcha's to watch out for in negotiating my expat contract. This definitely helped me to think of a few things I would've forgotten until it was too late. It was very helpful!" - Expatriate in Geneva

The Expat Checklist is based upon the experience of the author - a sales and marketing executive with an International MBA. It includes input from other expatriates, and most importantly benefits from the mistakes the author and others made during various expatriate agreement negotiations. The author's own expatriate experience was ultimately successful, despite an acquisition by a competitor and resulting lay-offs during the assignment. His expatriate agreement was the key to that successful experience.

Read more: Checklist 
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