Cultural Dimensions and Advertising of Germany

Germany

Hofstede cultural dimensions

Power distance

With a score of 35, Germany is a lower power distant country. She does not have a large gap between the wealthy and the poor, but have a strong belief in equality for each citizen.

Co-determination rights are comparatively extensive. Germans use a direct and participative communication and meeting style is common and they dislike control. And leadership is challenged to show expertise.

Individualism

The German society is individualistic; it has a score of 67. There are small families with a focus on the parent-children relationship and they tend to have more loose relationship. Personal achievements and individual rights are important and the belief in the ideal of self-actualization is strong.

The communication is direct and people are very honest.

Masculinity

Germany scores 66 in masculinity. This makes it a masculine society. Performance is highly valued and people live in order to work. Status is often shown, by material success. Assertiveness, self-centeredness, power, strength, and individual achievements are characteristics of Germany.

Uncertainty avoidance

Germans have a high score in uncertainty avoidance (65). They plan everything carefully to try avoiding the uncertainty. There is a strong preference for deductive approaches. It is a society that relies on rules, laws and regulations. Details are equally important to create certainty and Germans relies strong on expertise. Germans wants to reduce its risks with changes step by step.

Short term orientation

Germany has a score of 31, which makes it a short term orientation culture.