Cultural quirks to consider when marketing to UK customers

Every country has its own culture or cultures, each with its own particular set of identifying features, or quirks. In an effort to quantify exactly which factors make a culture unique, Dutch researcher and psychologist Professor Geert Hofstede penned a list of indicators to measure and compare them by.

Drawn originally from research conducted at IBM in the 1960s the findings were eventually popularised in his 1991 publication, Cultures and Organizations, the Software of the Mind. In it Hofstede ranks countries based upon the degree they matched a set of particular dimensions:

  • Power vs. Distance
  • Individualism vs. Collectivism
  • Masculinity vs. Femininity
  • Uncertainty Avoidance vs. Uncertainty Acceptance
  • Long-term Orientation vs. Short-term Orientation
  • Indulgence vs. Restraint.

Continuing our Science of Marketing series, and in honour of his 85th birthday today, below is an infographic summarising the main findings of Hofestede’s work, how they apply specifically to the UK and some suggested tactics businesses could take when marketing to this customer base.

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Cultural Quirks Infographic


Read more of our Science of Marketing series. More information about the work of Professor Geert Hofstede can be found at