Are you aware of the concept of high – and low – context cultures? If not, it might be why your global brand is struggling to connect with audiences in Saudi Arabia and the wider Middle East. Knowing the differences between the two and designing campaigns to meet consumers where they are is key to brand authenticity.
What is a high-context culture?
Saudi Arabia is a high-context culture, as is most of the Middle East. In high-context cultures people rely on nonverbal cues, relationships, and shared history to convey meaning; whereas in low-context cultures, meaning is communicated more explicitly and directly through language. Examples of low-context cultures include the United Sta
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