A final Hofstede’s Cultural dimension was added in 2010 to capture more recent research conducted around themes of happiness. This dimension, Indulgence vs. Restrain,t was partially based on research conducted by Bulgarian Michael Minkov, sociologist and creator of the World Values Survey.
Indulgence indicates the degree at which a society allows relatively free gratification of basic and natural human needs and desires related to enjoying life and having fun. These cultures tend to focus on individual happiness and well-being. In these cultures, leisure time is very important, and there is greater freedom and personal control.
Alternatively, a restrained society recognizes the importance of restraining desires and refraining from indulgences to align with societal norms. In these societies, positive emotions are less freely expressed, and happiness, freedom, and leisure are not given the same importance.
To this date, this sometimes called “happiness” dimension, is still surrounded by a lot of controversy and incomplete data. Given principally to the speculative implications of the extent to which societies can control their desires and impulses. In light of the controversy, this intercultural dimension should be approached with caution, but it should certainly be considered by Global Leaders.
High Indulgence Culture
In High Indulgence cultures, spending time and money on leisure is important and being able to control your own life is important and to freely self-express oneself is important. People have a high need to feel and be happy. Here we can see a greater resistance when organizations dictate norms which express the experience of joy and happiness.
These societies are characterized by a higher percentage of happy individuals. A prevailing perception of personal control over one’s life is present. The significance of leisure and the value placed on friendships are notably high. Moral discipline is less stringent, and gender roles are loosely prescribed. Smiling is embraced as a norm, contributing to an overall positive atmosphere. Furthermore, the importance of freedom of speech is emphasized, highlighting the value placed on open expression and diverse perspectives.
Low Indulgence Environments
People in the Low indulgence side of the scale tend to feel powerless about their personal destiny. Structure is appreciated in the social norms of society and organizations to fight the feeling of helplessness. In this case leaders may not feel happy in their organizational roles, but they tend not to complain, and remain complacent. Individuals feel little control over their own circumstances.
Those embracing the tenets of Low Indulgence maintain a disciplined approach in both financial and emotional aspects. The expression of thoughts is considered inconsequential and is discouraged. Gratification, whether on an individual or group level, is subject to stringent social norms. The pursuit of happiness is not emphasized; individuals are neither unhappy nor actively seeking happiness.
Leisure and the importance of friendships are downplayed, while moral discipline is emphasized, and gender roles are strictly prescribed. Smiling is viewed with suspicion, suggesting a more reserved social atmosphere. Additionally, freedom of speech is not a primary concern, indicating a prioritization of other societal values over unrestricted expression.
Cultural Examples
Those countries scored as High Indulgence are: Mexico leading with a score of 84, followed by Nigeria at 78, Sweden at 71, Australia at 69, Britain at 68, the Netherlands also at 68, and the U.S.A. at 59. Brazil concludes the ranking with a score of 59.
Among those cultures with Low Indulgence, France holds the highest score with 42, followed by Japan at 40, Germany at 30, Italy at 26, India at 24, China at 20, Russia at 04, and Egypt at the lowest score of 04.
Challenges and Solutions
High Indulgence culture leaders when dealing with coworkers, clients and customers on the Low Indulgence side should consider:
- A more serious approach. Showing up happy and giving joyous remarks when dealing with one’s clients can come across as unnatural or even rude.
- Leaders should remember that often, in these countries, there is a pervading idea that indulgence is somewhat wrong.
- It is important not to make jokes or express negativity in formal business settings.
On the other side of the scale Low Indulgence culture when dealing with clients, coworkers on the High Indulgence side, should consider that:
- People have a need to express their needs and wants, they could become unhappy at work, and will likely resist the rules the organization are dictating or simply not work at their greatest potential.
- In these types of cultures, when it comes to customer service, customers and clients tend to expect the customer service representative to visibly display he is happy to deal with the client and the situation. “Service with a smile” is expected.
- Another important point is to allow for work/life balance, as this is a value in high Indulgence cultures.
- Encourage debate and feedback to help employees feel they are contributing to the life of the company.
- Prioritize mentoring and coaching employees to allow movement up the chain of command.
No generalizations, no Stereotyping please
In general, commit to understanding the culture in the host country you are visiting, the culture of your boss, coworkers or team members. Remember although Intercultural Dimensions aim to define cultures and not individuals, every individual is still ultimately unique. Each one of us is shaped by personal experiences that influence our values throughout life. As I wrote in an earlier post on Building Strong intercultural Skills. “The first rule when understanding cultural differences is that we should not make generalizations.”
For further reading: Hofstede, G., Hofstede, G. J., Minkov, M. (2010). Cultures and Organizations: Software of the Mind. 3rd Edition. USA: McGraw-Hill. (Hofstede, Hofstede, & Minkov, 2010, p. 297)
