— How Culture Shapes the Meaning of “Responsibility” —
■ How Does the Sense of Responsibility in Business Differ by Country?
A “sense of responsibility” is an indispensable value in the business world, but its meaning varies greatly depending on the country and culture. While business professionals everywhere understand the importance of “fulfilling one’s responsibility,” the answer to the question of “what to be responsible for, and how” differs subtly.
For example, in Japan, the underlying philosophy is “taking responsibility as an entire organization.” When trouble arises, the emphasis is on resolving it as a team or company, not as an individual. Consideration for “not inconveniencing the customer” is built-in from the start, which is why creating preventive systems is highly valued.
In the West, on the other hand, the framework is fundamentally based on “fulfilling a contract” as the definition of responsibility. The focus is on how faithfully one adheres to the defined rules and promises. Conversely, in some cultures, actions that go beyond this scope are seen as “unnecessary” or a “deviation from one’s responsibilities.”
This difference is deeply connected not only to superficial manners and responses but also to a company’s entire marketing strategy.
■ The “Culture of Responsibility” That Supports Brand Value
Japanese companies build their brands through stability of quality, meticulousness of service, and the accumulation of trust. Even when problems occur, companies proactively engage with customers, dedicating their full effort to “apologizing for the inconvenience” and “providing reassurance.”
This stance is based on the idea that the company’s reliability itself is its brand value. In other words, being sincere and standing by the customer is, in itself, the company’s marketing.
For Western companies, however, the source of trust is “doing what is stipulated in the contract.” This reflects a value system where “nothing special is done for the customer, but everyone is treated equally.” As a result, it is consistency based on rules, rather than individualized responses, that generates trust in the brand.
■ Differences in Responsibility Also Appear in Advertising and Promotions
These cultural differences in the sense of responsibility are also vividly reflected in advertising and promotions.
Japanese corporate ads tend to use keywords like “reassurance,” “trust,” and “a long track record,” appealing to emotional empathy and sincerity.
Western corporate ads often feature rationality, clear benefits, and contractual details, focusing on “how they deliver the promised value.”
The point is not about which is superior, but the interesting fact that the underlying values are directly reflected in marketing expressions.
■ Towards an Era Where “Responsibility” is the Foundation of Strategy
In recent years, with the increase in globally expanding companies, it has become necessary to design marketing strategies flexibly while understanding these cultural differences.
We see more cases where a single brand uses different narratives and approaches to align with different “definitions of responsibility” in multiple countries. It’s no longer just about translating words; subtle adjustments in expression based on cultural premises have now become part of the strategy.
■ Next Time: The “Direction of Responsibility” as Seen in JAL and ANA
Next time, we will take a look at two representative companies of Japan’s airline industry—JAL and ANA—to see how each embodies its “sense of responsibility” and leverages it as a brand personality in their marketing ✈️.
Even in the same industry with the same customer base, the approach to responsibility can drastically change strategy. I will introduce this fascinating case study.
To be continued 😊