Atma Insights
Atma Insights | Why Does Culture Matter

Why Does Culture Matter?

Global Business Cultural Tools why does culture matter

Your browser is too old

We can't provide a great video experience on old browser

Update now

Unlimited Access to Our Library

300+ videos covering the world's major economies, highlighting key global business topics, local cultures and nuances.

100% Exclusive

Original content from our country & business experts.

Start Exploring Today For Less Than
$17 a month


Why does Culture Matter?

Truly comprehending a group’s culture requires a deep understanding of what makes people tick, including what’s influenced the group over time.

Many people hear about culture and immediately think about protocol—a list of do’s and don’ts by country. But understanding culture is so much more than learning about proper gestures and acceptable etiquette. One must consider people’s attitudes and behaviors and how, as a group, they have been influenced over time by historical, political, and social issues. Cultural awareness is so important, and understanding the “why” behind culture is essential.