When Cultures Turn on Themselves
- adamraelson
- Sep 24
- 3 min read
Cultures are often thought of as stable or slow-moving, but sometimes they can also turn inward on themselves and radically shift. These cultural revolutions (sometimes forced, sometimes natural) can create renewal or unrest. For those living in those societies, sometimes the changes go seemingly unnoticed, and sometimes they are the source of great anxiety.
Natural or Forced
In the mid-20th century, Scandinavia underwent a subtle but profound cultural revolution. The formal pronouns Ni (Swedish) and De (Norwegian & Danish) were largely abandoned in favor of the informal du. Overnight, hierarchy softened, and workplace and social relations became more egalitarian. This wasn’t driven by the government but simply by changing social values becoming mainstream and popular.
Contrast that with China’s Cultural Revolution led by the communist party in the 1960s, where formality, tradition, and even family ties were violently overturned by the state’s power. One shift in culture was bottom-up, the other top-down.
The West’s Current Soul-Searching
Today, many people feel the United States and, by extension, much of the Western world is in a moment of cultural unease. Long-standing norms around history, gender, race, free speech, values, and hierarchy are being re-evaluated in real time. Some see progress, others see decay. Politics is the visible battleground, but beneath it is something deeper: a seemingly turbulent cultural shift about what the West values and how identity is defined.
Cultures That Resist Self-Questioning
Not all societies undergo this kind of introspection. Russia, China, Bhutan, many Gulf countries, and other more traditional or centralized societies tend to prize continuity and stability. Instead of questioning foundational values, they reinforce them. This can sometimes even be imposed aggressively. The result is less cultural shift and less space for counterculture to take root.
Politics vs. Culture
It’s important to separate political events from cultural ones. Yes, politics can accelerate cultural change, but it rarely creates it out of thin air. Deep shifts like Scandinavia’s natural move to informality, or the current debates on identity in the United States and Western world come from evolving values at the societal level. Politics then either amplifies or resists what culture is already wrestling with by cooperating with, infiltrating, or exploiting those concerns.
Why This Matters for Business
For companies operating globally, cultural dynamics aren’t abstract. They influence:
Communication styles: What’s acceptable language today may be contested tomorrow.
Workplace expectations: Employees in egalitarian cultures expect flat hierarchies; those in traditional cultures may prefer formality and stability.
Brand positioning: Taking a stand on social issues may resonate in one market and alienate in another.
Talent mobility: Workers moving across borders carry their cultural assumptions with them, which often clash with new host norms.
Political correctness & internal culture: During periods of cultural soul-searching, companies often see heightened sensitivity. What employees consider normal now may suddenly feel outdated or offensive, requiring agile HR or business strategies.
Reputation management: When cultural norms shift quickly, missteps like a poorly timed marketing campaign can rapidly escalate.
How Businesses Can Prepare When Cultures Turn on Themselves
Stay observant. Understand the deeper currents driving change in each market.
Be adaptive. Don’t assume a “one message fits all” approach works everywhere.
Separate values from politics. Anchoring in universal values like dignity, fairness, and respect helps avoid getting swept up in partisan divides.
Be mindful of your colleagues. Employees in different countries may be experiencing stress, frustration, or concern as their own cultures undergo rapid change.
Remember, culture is dynamic. For global businesses, the challenge is to engage with these shifts thoughtfully without assuming every market moves at the same pace.
Let's work together to mitigate the complexities of doing global business:
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