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Cultural Environment in International Marketing

What role does culture play when it comes to marketing on a global scale? Keep reading this article to find out.

Cultural Environment in International Marketing

When it comes to international marketing strategies, it is crucial to keep a thorough knowledge of the culture of the geographical spaces that you will be foraying into as a marketer. People’s beliefs, the social structure, their lifestyle – everything shapes the kind of marketing culture that will thrive in a particular society. This applies to marketing within the domestic space as well as coming up with international marketing strategies.

In this article, we have listed some of the elements of the cultural environment that can affect the way marketing works on a global level. Keep reading to find out more.

Cultural factors that influence marketing

Marketers follow different theories regarding the importance of culture in marketing, including Hofstede’s cultural dimensions.

Here are some of the crucial cultural elements that influence international marketing strategy.

#1 Language

The world speaks over seven thousand languages, as per documentation. In a country like the USA, where everyone speaks or understands English, it is easy to market your product in English. However, most Asian countries have fewer people who understand English. Moreover, these regions have a diverse set of languages as well. Tackling the language barrier is a difficult task that marketers will have to undertake in this regard.

#2 Tech-literacy

The kind of marketing approach you take also depends on the level of technology that your target audience has access to. In first-world countries like Canada and Australia, all the citizens have a good knowledge of and access to high-level technology. However, third-world regions might not use similar levels of technology, as they’re currently the next billion users. This creates a divide in the marketing culture across countries.

#3 Religious beliefs and rituals

Yet another important point to keep in mind, religion vastly shapes the culture of a country. It determines the beliefs of people and consumer culture as well. If the way you market your product in a different country disrespects the religious beliefs of its communities, it's highly likely that your international marketing strategy might backfire. Popular religious laws include Halal rules for followers of Islam and Kosher law for the Jewish. Keeping track of religious festivals and holidays can help your marketing strategy, including increasing sales during the holiday season.

If you incorporate religious sentiments in the right way and execute your plan, you can use it to your international marketing advantage and boost your products.

#4 Ethics and moral values

A community's moral and cultural values can influence consumer behavior in many ways. If the brand persona of your product does not align with the values of your target audience, it will be challenging to market it. For example, beef products are difficult to be accepted in India as it is customary for many Hindus to not eat beef.


The marketing culture you plan to go with when creating an international marketing strategy requires layered approaches. Understanding the importance of culture in marketing and the role of the cultural environment in international marketing are surely things every marketer needs to be aware of.

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