By Gifty KYEREMATEN
In last month’s article on the subject, we explored the importance of understanding cross-cultural communication nuances through the lens of ‘Abena Paris’ (as we now refer to her) and her frustrating experience in Ghana.
We discussed how cross-cultural communication is about understanding how people from different backgrounds interact and how their cultural differences influence communication. Indeed, culture shapes how we express ourselves, how we build relationships, and how we work—both individually and in teams.
We also highlighted the differences between low- and high-context communication styles, as well as linear versus multitasking approaches in these different cultural settings. Since publishing the first article, I have received calls from readers sharing their own experiences, whether as high-context communicators in low-context environments, or vice versa.
For example, Ama shared a story about an encounter at a Ghanaian community in New York City, where she faced the same issue while planning her wedding and discussing important matters with her pastor. She was repeatedly interrupted, and after reading last month’s article, she realised that even though the U.S. is considered a low-context culture, Ghanaians in their communities often maintain high-context communication styles. In essence, we tend to take our cultural backgrounds everywhere, which sometimes makes interactions difficult. Ama raised an important question: “Where do we draw the line between cultural differences and what might simply be considered rude?”
In Part 2 of this article, we will address Ama’s question—along with others who have shared similar concerns—and offer strategies for effectively navigating these cross-cultural challenges. We’ve already explored the differences between high-context and low-context cultures, as well as the linear and multitasking approaches associated with these cultures. I’d like to expand on this by highlighting how perceptions of time and punctuality are also closely tied to these cultural distinctions.
In low-context cultures, punctuality is strict, direct and monochronic, with time being a finite resource that must be carefully managed. In contrast, high-context cultures often take a more relaxed, general approach to time, which is considered polychronic, with tasks and people often multitasked simultaneously.
To illustrate this, imagine a Ghanaian tech guru working as a fresh recruit in the UK. Initially, they may get away with arriving late to a few professional meetings but over time, their repeated lateness may be viewed as unprofessional and even disrespectful to colleagues who value punctuality. The situation could escalate further if this same tech guru, influenced by their high-context cultural background, regularly interrupts others during meetings, assuming that such interruptions are acceptable in their culture.
On the other hand, imagine an Englishman posted to Ghana as an expatriate, perhaps working in an oil company where he must manage local employees. If, coming from his low-context culture, he focuses solely on the literal meaning of words rather than understanding the context behind them, he is likely to feel frustrated.
For instance, if he’s invited to an event at a specific time, trying to arrive on time—or even early—could lead to frustration, big time, as the event won’t start until the quorum is met. Similarly, when travelling by bus from Accra to Kumasi, passengers must wait until the bus is full before it departs. Not so in the UK! Over there, public transport is typically punctual; and buses, trains or other forms of transport leave at the scheduled time, regardless of whether the vehicle is full. If this expatriate continually complains about these cultural differences, he may be seen as rigid, insensitive or even accused of being racist or colonial.
So, where do we draw the line?
The World Economic Forum Report 2025 has identified top core and essential soft skills, such as analytical thinking, resilience, flexibility, agility and adaptability, as some of the most important competencies needed in the workforce in the coming years. (https://www.weforum.org/publications/the-future-of-jobs-report-2025/in-full/3-skills-outlook/#3-skills-outlook). These attributes are crucial when it comes to cross-cultural communication and should not be overlooked. In navigating the complexities of different cultures, there are three key strategies I’d like to share:
- Prior research: When you find yourself in a different culture, it’s important to do prior research. This is where analytical thinking plays a significant role. Understanding the cultural context before you engage can save you from unnecessary misunderstandings. For example, a Ghanaian travelling to the U.S. for a professional engagement should take time to learn about the culture they’ll encounter—what’s acceptable, what’s not and how business is conducted. Similarly, a Frenchman traveling to Nigeria for business should inquire about local communication and work ethics to avoid cultural faux pas.
- Flexibility and adaptability: Flexibility and adaptability are essential. ‘Ama New York’ shared a podcast she listened to, where an Iranian woman spoke about the Ghanaian office greeting culture. She was initially seen as cold and impolite because she didn’t greet colleagues in the morning. Once she adapted to the local customs, however, she found it easier to build rapport with her team. Being flexible allows you to blend into the culture while avoiding any misinterpretations of your intentions.
- Assert your standards respectfully: When in doubt, always choose the most respectful and culturally aware option. For instance, just because you’re in Ghana doesn’t mean you should abandon your standards of time management for ‘Ghana-Man Time’, ‘the other GMT’. While local customs might be more relaxed, it’s important to let those around you know that punctuality and time management are non-negotiable for you. In the long run, this approach will help others respect your time, and they’ll adjust their expectations accordingly.
Conclusion
Ultimately, cross-cultural communication is about balance—recognising the value of your own cultural norms while being open to understanding and adapting to those of others. By researching cultural differences, being flexible and asserting your standards respectfully, you can navigate the complexities of cross-cultural interactions with ease. Whether in business or everyday life, the ability to adapt to diverse communication styles is a skill that will only become more vital as the world continues to globalise. Embracing these strategies not only leads to greater success but also fosters mutual respect and understanding, building stronger relationships across cultures.
‘Ama New York’, I hope I’ve answered your question satisfactorily!
>>>the writer is the Founder of Elite GK Consulting, specialising in etiquette and life skills training. Gifty holds an MSc in Education Entrepreneurship from the University of Pennsylvania and an MBA from the Open University, and is a Certified Etiquette Coach from The British School of Excellence. Before founding Elite GK Consulting, Gifty gained extensive experience in international relations, diplomacy and cultural diversity, including a notable tenure at UNESCO in Paris. Her career has equipped her with nearly three decades of expertise in international development and diplomacy. Gifty is also actively involved in community work, having supported African youth and Ghanaian students in France, and she continues to contribute to her community in Ghana by organising workshops and events. Her commitment lies in empowering individuals and organisations to thrive globally while maintaining their cultural heritage, with a particular focus on nurturing young African professionals.
