Ever wondered why a catchy ad in New York might flop in Paris? It’s all about the distinct societal psychology and culture of the place. Companies itching to spread their wings globally need to have an awareness about how marketing approaches shift from one location to another. This post, indeed, much of our content as an agency, explores the approaches deployed in Europe and the US, and how they sometimes vary. Peeking into the marketing playbook reveals these differences, shaped by everything from cultural and linguistic realities to regulatory environments and what the folks on the street prefer. Let’s take a closer look.
Privacy Restrictions
Privacy laws are meant to provide safety and control over who and how others can contact them, by protecting user data. The US has much more lenient privacy restrictions than the EU, making it significantly easier to reach people. Companies that are marketing in the EU are faced with a very strict General Data Protection Regulation (GDPR), so they have to be conservative in their outreach methods to stay within the legal limits. The European Parliament Study has reported the current effects of GDPR on AI and marketing.
Difference in Focus
Marketing is the art and science of persuasion, tailored to a particular audience. That persuasion comes to life differently in the two markets. Marketers in the US and EU will guide their audience to focus on different aspects to achieve a sale. European marketing tends to put more emphasis on a product’s social and environmental impact. More subtle, emotionally driven and storytelling-centric approaches are commonplace. The primary goal of a company is to show that they share similar values with their customers. European customers tend to have more shared values in common, as supported by Eurobarometer.
American marketing focuses more on the individual and personal benefit from the product or service. Marketers use more assertive, attention-grabbing methods, often with an aspirational tone. The primary goal is to solve the anxiety that customers face, by focusing on their problem/resolution. Pew Research Center attributes this to the heavy weight US customers put on quickly solving issues.
Secularity and Religion
America has a wide variety of religions, while Europe has a complex history with religion and secularism. Americans tend to be more religious than Europeans, with a larger portion of the population considering religion an important part of their lives. This identification even influences companies and their marketing/outreach strategies, such as the use of religious themes or alignment with religious values to appeal to certain consumer segments. For example, businesses might highlight family values, sponsor religious events, or close on Sundays to respect the Sabbath, with Chick-fil-A being just one obvious example.
In contrast, Western Europe presents a more secular society where religion has a less direct influence on marketing practices. The waning influence of religion in Western Europe, in terms of beliefs, religious practice or institutions, although less so in terms of identity, culture or heritage, suggests a different approach to marketing. European marketers might focus more on universal themes that do not necessarily align with religious values, given the diversity and secular nature of European societies.
However, it’s important to recognize the variances within Europe itself, as some countries might still have strong religious identities affecting consumer behavior. Take some time to consider if there are religious or other cultural implications in your messaging or approach that can influence the purchase process.
DEI in Marketing
Both markets these days exhibit a more comprehensive awareness of cultural sensitivity in their content and marketing strategies. In the US, for instance, companies at the midmarket size do more to emphasize the importance of celebrating and spotlighting diversity and equality among their workforce and customer base than at any time in the past. The approach in Europe is slightly different. Diversity in ideas and humanity are important and are valued, but execution requires more nuance, since neighboring countries can have vastly different cultural norms and behaviors. For example, color symbolism, humor and messaging that works in one European country might not translate well in another.
In Europe, run-of-the-mill marketing that Americans are accustomed to would be perceived as invasive or aggressive. European B2B consumers in particular are acquainted with more personalized and lower-volume advertising. In stark contrast, the same kind of advertising would be overshadowed in comparison by the strong consumer-driven culture of the US.
Marketing Budget
On average, American companies spend much more money on advertising than Europeans do. Consumer-driven marketing tactics and mindsets, even in B2B, focus on bold moves and capturing as many views as possible in the US, which can also be more costly. Given the stricter regulatory environment in Europe (i.e. GDPR), B2B marketing can be relatively more conservative by comparison. It’s less about shouting from the rooftops and more about earning a nod of approval.
Social Media Platforms
In Europe social media is used primarily to foster existing relationships. European companies use platforms that are particular to their region and language, creating a fragmented market that can be more challenging and costly for companies to penetrate. In the United States, companies are able to have a more uniform presence and build a more consistent brand on social media networks in a market that is overall more homogenous. . American consumers tend to curate and display their social profile as a reflection of their interests, achievements and personal identity. Therefore, marketing firms take an extremely customer-centric approach when it comes to marketing.
Conclusion
For any business looking to make its mark worldwide, getting a handle on these contrasting marketing landscapes is key. What works wonders in one region might need a total makeover to charm another. By tuning into these differences, companies can tell stories that don’t just comply with the rules but captivate and persuade.
To learn more about differences in business culture between the US and Europe, listen to our podcast interview of the Belgian Ambassador to the US, where discuss this issue in depth and get the ambassador's seasoned perspective.
About Us
Your B2B Marketing offers customized solutions to marketing for your Business-to-Business company. Our team has 30+ years of experience, staffed with content creators from a variety of international backgrounds.
