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Whitepaper

What is Culture? Insights into a key driver of behaviour

15th Jul 2021

What is Culture? Insights into a key driver of behaviour

This white paper aims to explore the different components of culture and behaviours, and how it impacts the way we see the world, from health outcomes and the perception of chronic conditions, to environmental concerns and the aging process. With insights from various experts, we looked into how industries are embracing different cultures and using culture as a tool to create a more connected world.

“As this paper illustrates, reconciliation rather than compromise is the essence – by translating values into behaviours. There are so many changes happening in our current times that are linked to the introduction of ever more powerful digital tools and machines. Our focus is often technical and there is not so much attention devoted to the human and cultural side of digitalisation. Diversity of diversity has led to dilemma management …. dilemmas are shared amongst all human beings but that the reconciliation approaches are culturally defined – that reconciliations rather than choosing between two desired states lead to more sustainable results for the global community.” Fons Trompenaars, Owner and Founder, Trompenaars Hampden-Turner Consulting

Thank you to our experts for their fantastic contributions:

  • Peter Mousaferiadis, CEO & Founder, Cultural Infusion
  • Jan Liska, Global Patient Strategy Lead at Sanofi
  • Miyabi Kumagai, Brand Culture & Heritage Manager at Shiseido
  • Chris Arning, Founder and Creative Strategist at Creative Semiotics Ltd

“UNESCO reports that 75% of conflict has a cultural dimension. Surely, if we better understood culture, we could better understand behaviour, thus leading to more cohesive and harmonious global communities.” – Peter Mousaferiadis, CEO & Founder, Cultural Infusion

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