Welcome to the Netherlands, a country known for their wooden shoes, chocolate sprinkles on toast for breakfast, biking culture and legislations around drug usage. The Dutch may have somewhat of a wild stereotype, but when it comes to doing business, the Dutchies are totally down to earth. We have compiled a few facts on Dutch culture and their media landscape for you below.

Here are some Dutch insights:

• The Netherlands is a vibrant and multi-faceted, yet small country of around 17 million people. The same can be said for their media landscape; a small scene with a broad covering of topics in media. When it comes to fashion, they have a total of 20 publications; the perfect balance of diversity and close relationships, because in Dutch fashion everybody knows everybody.

• The Dutch are known to be straightforward. Cut to the chase, ask a Dutch person anything and you’re sure to get the answer. Don’t interpret it as rude, but as their candid and honest way of communicating. Therefore in the Netherlands it is quite easy to find out the status of your business relationship, and by saying what you really mean will generally be rewarded.

• Next to being straightforward, the Dutch are also very pragmatic. It rains a lot and the Dutch literally do everything by bike. Think: bringing three kids to school, doing groceries, moving house, but also attending fashion week! It’s safe to say they are a pretty practical people. Minimizing the fluff and maximizing practicality are key, so when you convince the Dutch they really need something, you are in!

• Let’s talk international! They are a small country and don’t want that to define them. Dutchies love to be a part of something bigger. They also have a soft spot for the Scandinavian aesthetic and as we mentioned earlier, the Dutch can be very practical, so therefore sometimes miss out on pretty things. That’s where they envy the Scandinavians.

Five top Dutch fashion bloggers:

Popular social media channels in the Netherlands:

Marina is the Dutch Curator at VOCAST. After finishing her BA Fashion Design in the Netherland she moved to Denmark to work with different designers and there she joined the VOCAST team. Currently Marina is based in Amsterdam, where she is working on various design projects and keeping a close eye on what is happening in the Dutch media landscape.

Planning a trip to France? Here are my top tips to help you navigate your way into the French market:

• When you greet someone in a business environment, offer a handshake and a friendly, ‘bonjour’. No need to worry about ‘la bise’. The ‘air kiss’ is a very common, yet informal greeting that will not be expected in a business environment, unless a friendship has already been established.
  
• If speaking French, mind your ‘tu’ and ‘vous’ (the informal and formal variations of the word, ‘you’), you might end up insulting someone if you don’t choose the correct ‘you’. French organizations are also quite hierarchical, where professional ranks are observed and respected. Stick to ‘vous’ unless the person says otherwise.
  
• Arrogant or very formal? The French have a highly formal approach to most things within a business environment, from emails, dress code and even when it comes to addressing people. If you are unsure, use ‘madame’ (never mademoiselle) for women and ‘monsieur’ for men. Otherwise, address the person using their last name and title until invited to use their first name.

• When it comes to smalltalk, your culture’s openers might be offensive to the french; ‘are you married? Do you have kids? What does your husband do?’ The french hold a respect for privacy and personal space in high regard.

• Expect your business lunch to last a couple of hours (and yes, it’s pretty normal to have a glass of wine)! Good food and company is fundamental in french culture and lunches are not to be eaten at one’s desk.

Don’t miss the video of our former British and French researcher, Chloe, below for some more tips when it comes to the French business environment:

A note on social media in France:

Generally, France’s social media usage follows a similar trend to that of the UK for example, with Facebook at the forefront in terms of popularity, followed by Youtube, Instagram and Twitter. However, it is worth noting that in France, Youtube has an exceptional amount of active users, with magazines, newspapers and brands starting to share via this platform, therefore having a significant influence on french online users. Instagram is increasingly popular, so would be a great platform to prioritise.

British/American and self-proclaimed, francophile, Phoebe Brewster is the British and French fashion and design curator. From San Francisco, to Frankfurt, London and Paris, Phoebe decided to find a new home in the beautiful Copenhagen, where she is exploring her passion for modern communication in fashion & design, sustainable living and being outdoors.

Values, etiquette and dynamics vary from culture to culture; when it comes to the UK, an understanding of these matters may prove invaluable when it comes to navigating the business environment. Here are my five top tips to help you succeed in the British market:

1. English or British? Know your regions! The UK is made up of Scotland, Northern Ireland, England and Wales, and each region is passionately proud of its own identity. If you are unsure, stick to ‘British’ to avoid insulting anyone.
2. Brits value time-keeping, planning and punctuality when it comes to meetings and business arrangements. From the outside, it looks like Brits— and especially Londoners— are always on the go or in a rush, but time wasting is a big no-no, so respecting their time is very important.
3. British people are usually on a first-name basis with those they work with, so no need to stress about titles and curtsying (save that for the queen).
4. Indirect communication and British humour— when they go hand in hand, things can get confusing. You might have to read in between the lines and decode a bit of ‘fluff’ from time to time. ‘Not bad’ sounds a little humiliating, but might be the biggest compliment you’ll get from a Brit. Add in some self-depreciating, understatement-ridden humour and you’ve nailed it. Humour is key in British culture and it is used in a number of ways: to avoid seeming arrogant, to bridge differences, to criticise or to simply create a sense of togetherness.
5. Pub culture! A lot of networking is done at the pub. You will quickly see this to be true when it hits 6pm and the pubs are overflowing with professionals with pints continuing the work conversation. While it may seem strange to network in such a relaxed environment, its a big part of business networking in the UK.

Don’t miss the video of our former British and French researcher, Chloe, below for some more top tips when it comes to the British business environment:

British/American and self-proclaimed, francophile, Phoebe Brewster is the British and French fashion and design curator. From San Francisco, to Frankfurt, London and Paris, Phoebe decided to find a new home in the beautiful Copenhagen, where she is exploring her passion for modern communication in fashion & design, sustainable living and being outdoors.

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.

Is it time to enter Sweden? As always before approaching a new market, it is best to do some research on how that particular country works. In this blog post we will provide you with some typical Swedish characteristics, along with intel on how to break through to the Swedish market, so get ready to speak lagom*. 

All the way up in the northern hemisphere lays Sweden, the small country with big aspirations. From producing ABBA and IKEA, fika and smörgåsbord, among lots of innovative inventions or even fashion brands; Sweden prides itself with being one of the most equal and environmentally friendly countries in the world.

The country is fond of its traditions – ranging from celebrating Lucia and Christmas in the winter, to dancing the night away in flower crowns on midsommar or slurping crayfish in the summer.

All of these things are part of shaping the Swedish market. Watch the video (interview takes place with our former Swedish Researcher) to find out more about how to approach Swedish people and why it is important to keep conversations light, a.k.a why Swedes love to talk about the weather. 

Another tip for reaching out is knowing that shopping in Sweden, has for many, evolved into being client focused. Many brands today strive for customers to have a good experience while shopping, this being by adding personal service, turning shops into showrooms or by investing in e-commerce or AR. All in all, if you approach Swedes with a positive and thought provocative mindset – you will be in the loop of their lagom.

*Lagom is a way of describing when something is not too much nor too little but just right.

Linnea is the Swedish Curator at VOCAST. She grew up in Malmö and Shanghai, and has a Bachelors Degree in Strategic Communication along with a big passion for everything creative or dance-related.