Alyssa Bantle is a cultural expert at Crown World Mobility
Millions of people are descending on Russia for the FIFA World Cup, whether to watch the action or work at the tournament – and cultural behaviour experts say it is vital to take time to understand how Russian culture works.
More than 2.5m tickets have been sold for the month-long tournament, which runs from June 14 to July 15. Some of the world’s biggest multi-national companies, many of them partners or sponsors of the tournament, will also send staff on assignment to the region to look after clients and host events during the tournament.
All will have a first-hand opportunity to experience the joys of visiting another culture - but also face some significant challenges.
There’s no need to become fluent in Russian before you travel but you do need to bring your curiosity and a willingness to shift out of your cultural comfort zone.
We see this a lot in big business when people work abroad or attend meetings overseas. They make too many assumptions and don’t take the time and care to listen and understand other people - and often end up either causing offence or failing to communicate effectively.
Here are some ideas around small shifts you can make both as a fan or when travelling on business to understand Russian culture and enjoy a successful trip to the World Cup.
1. Do not expect to strike up a conversation as easily as you do in the UK. Small-talk is not the norm in Russia. Russians usually need time to build trust.
2. Don’t be offended if your friendly smile is not reciprocated. Russians tend to reserve smiling for people they know and trust or when it is a sincere reflection of how they are feeling.
3. When you do have a conversation with Russians, be prepared for some personal and direct questions such as asking how much you earn or why you do not have children. These types of questions allow Russians to get to know who you are and build trust. You can answer - or you can use a more indirect reply like "I earn enough to take care of myself and my family."
4. Another approach is to openly share that you prefer not to answer since the question is considered quite personal in your culture - but that you would love to have a conversation with them about other things.
5. Make sure you learn some basic phrases and greetings – both familiar/casual ones like "Poka" (bye/so long) and the more formal ones like "Do svidaniya" (goodbye/’til we meet again). You can download an app, buy a book or take a few lessons in person or online.
6. Use more formality than you would in the UK. In Russia, formality is a form of respect that is appreciated especially when interacting with strangers, officials and hotel staff. When in doubt, err on the side of formality. In other words, keep that funny comment to yourself when you are speaking with the Customs and Immigrations officer.
7. Before judging the way something is done in Russia in a negative light, stop and ask yourself about the bigger picture. Ksenia Gross, regional coordinator at Crown, works closely with assignees from around the world. As a Russian national living in Hong Kong she advises: "In any intercultural interaction embrace the things you don’t completely understand and be curious to ask questions. Respect the old ways of Russia. There is a lot to discover whether you are there for a matter of days, weeks or years".
8. Remember to approach each interaction with curiosity. Dos and Don’ts are great but can only get you so far. There are cultural norms but each person and every interaction is unique.
9. If you are working in Russia, do not assume that your usual approach of brief chit-chat and then getting right down to business will be perceived as positively as it is in the UK. In Russia employees spend more time chatting and connecting with each other.
10. Do not ask a direct question assuming you will get a direct answer. In Russia, communication can often be quite indirect for many reasons including factors such as hierarchy and seniority.
Finally, always assume positive intent: the Russians you meet are also often unsure of what to make of the Brits!
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