Five Points on Popular Culture Habits in the United States

How Are You? (more statement than a question)

The United States is a big country — divided into states — that being said, approaching New Yorkers can be a little bit different to approaching someone from laid-back California. When is small talk okay and when is it not? Well, Americans are curious beings and love small talk. So go ahead, talk about what an amazing time you had in the Swiss alps or how fascinating your cab ride was on your way to a meeting. Just bear in mind: small talk, literally means keep it small, don’t go off on a tangent – because time is money, especially in a fast-paced environment like New York. 

See and Be Seen

Being noticed by important people in the U.S. allows a level of involvement that is crucial in its culture. Hang out at events, network, make friends – be in that proximity. Americans love to know about other cultures, especially through new brands and new trends. Generate more followers on social media and establish relationships with influential people. Be influential in the eye of the influencer.  Be well-known.

Go Big, Literally

The fashion and Interior Design market is very big in the U.S., literally and figuratively. With a love for extravagance and an appreciate for the finer things in life, sometimes it can be tricky to reach Americans and break into the market with your design aesthetic. Typically, Americans love to live lavishly with big cars, big houses, duplex penthouses… Sometimes it seems like European furniture companies should literally be bigger to sell in the states – just to fit in. No pun intended.

Be Visually Appealing

We live in a world where we tend to strive towards obtaining beautiful things. Again, living lavishly is part of the American culture. Our internet culture has created a demand for all things eye-catching. Invest in this new culture of unique beauty, whether it is through your website, business cards, logo, etc. Dress to impress is not just a saying for nothing! 

Showcase Something Smart and Unique 

Make your story stand out and build a deeper connection. Leverage for another US brand to partner up with or do some work with a well respected artist. Aim to be the best and to be unique. 

For more details on popular culture habits in the States, have a look at the video below:

Is American Aesthetic Different?

We have come across some designers, who have faced some obstacles entering the US market, as their design aesthetic does not quite fit the big American way. Other European designers, however, seem to be doing just fine. For example, HAY, a Danish design brand has hit big in the U.S. So we asked, did they alter their design aesthetic for the U.S? Or did they promote their design to a market open to something more unique? Here are some thoughts on the topic, from Founder and CEO Sarah Hamon of S2H Communication.

When you think of Norway, usually the first things that comes to mind are fjords and mountains. But is doing business up there as dramatic as their nature? We’ve assembled a small guide to help navigate the landscape, but this time their media and cultural behavior – to make sure you are equipped if succeeding in Norway is your goal.

Some good things to remember about Norwegians

• First off,  let’s talk geography. With a population of 5,3 million, Norway is a small country spread over a large area. The nature divides the cities into multiple districts with their own unique cultures. However, you will most likely always be greeted with a friendly smile and a firm handshake, no matter where you are in Norway.

• Danish poet Aksel Sandemose put the Jante Law into words back in 1933, and since then it has become synonymous with the Norwegian culture. The law depicts humility and the notion that one shouldn’t think more highly of themselves compared to others. In general, Norwegian men and women view themselves as equals.

• Furthermore, Norwegians are informal and easy-going people; even formal settings are informal! Whether it’s a political meeting, or the King’s speech on New Year’s Eve; humor, compassion and benevolence are always at the core. When it comes to business, whether it be meetings, emails for first encounters, Norwegians always prefer a first-name basis. Don’t be too direct though, go for a friendly approach, and talk to people like you already know them a little. Trust might be established, and it’s actually one of the most important factors for a Norwegian to chose you as a business partner. 

• Patriotism is huge in Norway. It’s hard not to be patriotic when your country lives and breathes mountains, fjords, lush nature and the Northern lights! So make sure you always agree with them that they have the best cross country skiers in the world. Norwegians love their local products, their constitution day May 17th, and are not shy of a quirky trend from time to time. How about a naked selfie to celebrate the last mountain top you conquered? #naking.

Media Landscape

While Norway’s geographical landscape is immense, the same can’t be said for their media landscape. With a handful of national newspapers, the different districts provide their own local news. There are 230 outlets in total, resulting in Norway ranking in as the second largest country in the world on newspaper circulation per capita.

Three out of four Norwegians will read the news every day, and men usually go for a mobile device, while woman also do that, they also tend to use the radio or television. However, the statistics on television advertisements suggest a decline, while online newspaper advertisements are on the rise. As can be expected, the older Norwegian generation prefers a paper edition of their news and we can’t really blame them— you can’t go wrong with the fresh smell of breakfast, coffee and daily news. Social media is every-growing and it claims the spot for the most powerful platform to advertise with.

When it comes to the magazines, note that within fashion and interior design, the most notable magazines, such as Costume and Bo Bedre belong to the publishing house of Bonnier.

Bloggers and influencers are on the rise and have for the last ten years been a good option for advertisement, with many having reached a celebrity status, and not shy of international press.

Within home and interior sectors, the bloggers may not be as exposed in the media, but are well-known for their roots in Nordic aesthetics. Elisabeth, our Norwegian curator has handpicked her top six noteworthy profiles in the Norwegian design sphere:

And finally, if you are wondering whether the law about personal data policy (GDPR) is valid in Norway, the answer is yes. However, since the country is part of the EØS agreement, the law did not come into affect until August 2018. If you still have questions on GDPR? Why not check out our blog post on all things data policy here.

Elisabeth is the Norwegian Curator at VOCAST. She has a BA in Innovation & Entrepreneurship, which she put to the test by running her own fashion brand in Norway. When she’s not at VOCAST multitasking between content making, research and the Norwegian market, Elisabeth is a photographer and is currently exploring a newfound passion for making ceramics.

Are you expanding into a new market? Or pitching your story to a magazine? Or are you simply working on a marketing strategy to help you succeed in the Danish market. Look no further – we have what you need to know, along with the most noteworthy fashion profiles.

Denmark is considered to be one of the happiest nations in the world; synonymous with a laid-back way of living, a sophisticated sense of aesthetics and of course, the concept of ‘hygge’. Picture a warm atmosphere, candles, spending time with friends and family — over some warm æbleskiver and gløgg — that’s hygge.

Denmark is a small country, hence a small media landscape. To gain insight into their press and major social media trends, as well as the best way to navigate Danish culture, check out our video to hear directly from our Founder, Jens Hamborg Koefoed.

Danish Influencers

We also asked Jens, who lives and breathes the Danish fashion and design industry, to namedrop a few ‘ones to watch’, or influential people.

“Thanks to the internet, we now have access to a plethora of people paving the way, making it impossible to narrow down a top 5 or top 10 list of influential people on the fashion radar. But here are a few of my personal favourites within the media scene: Frederik Lentz Andersen from Egmont publishing and Mads Emil Møller Grove from Aller Publishing – two forces within the men’s fashion industry. Emili Sindlev and Sophia Roe are both growing rapidly and working with leading international brands, as well as, Thora Valdimars and Jeanette Madsen, now full time content-creators and stylists, focusing on their own platforms.”

All screenshots are taken from Instagram.