Navigating Cultural Nuances in Corporate Messaging: Lessons from Latin America

Two years of my life have passed on the cobblestone streets and in the lush mountain regions of Latin America. I spent a month in Guatemala and nearly two years in the heart of Central Mexico, with memorable visits to Costa Rica, El Salvador, Panama, Belize, and Colombia along the way. With each passing day, it became more apparent how different the rhythm of communication is. It’s slower, deliberate, and rooted in an entirely different set of cultural values. Where American corporate communication often rushes to the point, Latin American messaging takes its time. It takes more consideration of the recipient as a person than their job title. When someone asks, “?Cómo estás?--How are you?” they genuinely wait for a response before touching on business.

Even in my personal life, my condo building administrator started every message with "Reciba un cordial saludo, al mismo tiempo..." (A cordial greeting, and at the same time..." before getting to the main reason.

He did that with every message. Even if he messaged five times in one day, the same politeness was there. For those coming from the U.S., this approach can feel unnecessary and redundant. We’re used to quickly getting to the point and often prefer messages like: “Hi [Name], The security team will be doing inspections at 9:00. Please arrange accordingly. Thank you.”

There's a major difference.

Why all the pleasantries in the former? Why spend precious seconds on small talk? Because these moments build rapport, respect, and trust. Here, greeting someone is an acknowledgment of humanity, a reminder that business is personal. If you’re stepping into Latin American markets or working across these cultural boundaries, understanding these nuances in corporate communication is essential.

Key Differences in Corporate Communication

Let’s break down the key differences that impact messaging across the U.S. and Latin American markets.

Tone: Warmth vs. Efficiency

In Latin America, people lead with warmth, weaving it into daily personal or professional interactions. Emails and messages frequently begin with, “Espero que se encuentre bien” (I hope you’re well), before gently easing into the business at hand. There’s an expectation to connect, extend a bit of warmth, and recognize the person on the other side of the screen.

In the U.S., however, “time is money,” and the clock ticks fast. A message might start with a brief “Hi [Name],” followed by the immediate point. Direct. Efficient. But it can also feel cold and impersonal. When people do lead with "I hope you are well," it often isn't appreciated because the recipient expects it to be insincere and that the sender "doesn't really care," so they wish they'd skip it.

With this approach, even polite, well-intentioned messages can appear abrupt in Latin America, while the warmth of Latin American communication can feel “fluffy” or excessive to Americans.

Communication Style: High Context vs. Low Context

Latin American cultures lean toward a high-context communication style. You’re expected to read between the lines, absorb unspoken cues, and pay attention to tone and phrasing. Not everything is spelled out, and much is communicated through subtleties, shared experiences, and a common understanding. Feedback, for instance, might be wrapped in a layer of politeness to avoid confrontation.

The U.S., on the other hand, is low-context. Clarity is king, and ambiguity can feel like wasted time. Messages are clear, structured, and direct. We mean what we say, and we expect the same from others. While these characteristics dominate U.S. business communication, it’s important to note that both cultures may adapt their styles depending on the situation.

Examples of Cross-Cultural Messaging

Consider Coca-Cola, a brand that has deftly adapted its messaging to different cultural contexts. In the U.S., Coca-Cola’s ads focus on product experience—refreshment, quality, and that iconic sound of a can opening. In Latin America, though, Coca-Cola taps into family, community, and shared moments. Ads show abuelas and grandkids, long tables full of family and friends toasting over a meal. They’re selling the same product but speaking two different languages, emotionally speaking. And in real life, I witnessed this exact scene with my own eyes every weekend.

Compare that to an American tech company launching in Latin America with a purely feature-focused campaign. What might resonate in the U.S.—specs, updates, cutting-edge features—can fall flat if the message doesn’t tap into local values. In Latin America, you might talk about how the product helps create family moments, enhances gatherings, or connects people. Skip the human touch, and you miss the market.

Practical Tips for Adapting Corporate Messages

So, how do you ensure your corporate messages land with impact, regardless of where your audience is? Here are a few actionable tips:

1. Research First: Get to know the region’s cultural values, especially regarding communication. Look beyond basic translations and pay attention to formality, tone, and even the subtleties of humor. (I'm still trying to figure out why a merchant at a local market labeled unclean eggs as A?ucar, which translates to sugar! ????)
2. Craft for Connection: Take time to be personable. In Latin America, it may be worth the extra words to say, “I hope you’re well,” or to share a line about your day, especially if you're reaching out cold. These small gestures build bridges. Likewise, if the situation is reversed, consider being more direct.
3. Balance Clarity with Warmth: In the U.S., brevity is the goal. In Latin America, though, let the language breathe more. Allow space for emotion, connection, and humanity in each message.
4. Hire a Culturally Immersed Consultant: When expanding into new markets, consider bringing on a consultant who understands the language and has firsthand experience living and working in the region. A consultant fluent in the cultural nuances can shape messages that resonate locally while remaining true to your brand’s voice. This approach allows for authentic communication that aligns with local values, whether you're working on marketing campaigns, internal communications, or executive messaging.

Understanding these cultural nuances is the difference between being heard and being understood. Need help with cross-border communication skills? Send me a private message, and I'd happily chat more.