As Hofstede’s framework shows (part 1), culture shapes consumer behaviour everywhere. But you don’t need to look far. Even Belgium and the Netherlands, two countries that share a language and many habits, reveal how subtle nuance can make a big difference.

After moving from the Netherlands to Belgium, colleague Christel Verwoerd quickly noticed: cultural similarities are often deceptive. Especially in brand research, where subtle shifts in tone, taste or phrasing can change everything - from the data you collect to the strategy you build.

On paper, Belgium and the Netherlands seem alike. They share (mostly) the same language, similar weather and a fondness for fries/croquettes and no-nonsense. But in practice - especially in branding – surface-level similarities often conceal deeper cultural divergence. It turns out: the smallest cues can trigger the biggest consequences. And when you miss those nuances, valuable insights slip away.

Culture rarely shouts, but it always shapes

Cultural contrast doesn’t always show up with fanfare. More often, it hides in tone of a message, a moment’s hesitation or a word that carries a different emotional weight.

Belgian workplace communication, for instance, tends to be more careful. More layered. Indirect. By contrast, Dutch interactions are often direct. Brief and blunt. Clear and to the point. Neither is better. But the (social) rhythm is different. And that shapes perception.

A Dutch brand voice described as bold and efficient might strike a Belgian audience as brash or overly assertive. A Belgian design praised for being refined and subtle might seem vague or undecided to Dutch consumers. The product stays the same. The context does not.

Shared words, different worlds

A telling example: a Dutch client planned to launch a TV commercial in Belgium with the slogan “Nog een rondje?”. In the Netherlands, the phrase is naturally understood as “fancy another round of play?” - light and playful. In Belgium, however, people would more naturally say “nog een potje?” or “nog een spelletje?”. For many Belgian respondents, “nog een rondje?” was mainly linked to “buying another round of drinks”, making the slogan feel slightly off-key and a bit too forward. It also immediately revealed that the campaign originated in the Netherlands.

The lesson? When expanding from one market to another, never assume words will carry the same meaning. Language is never neutral. Even identical words can carry different undertones. Subtle language nuances can make all the difference in resonating with a new audience.

The same goes for flavour. In sensory testing, a fruity note described as ‘fresh’ and ‘vibrant’ in the Netherlands may be called sour or sharp in Belgium. Sweetness, acidity, richness: they’re culturally filtered preferences, shaped by context, upbringing and expectation. What’s considered just right in one market may entirely miss the mark in another. A simple, everyday example? What Belgians know as sweet mayonnaise is just “normal” mayonnaise in the Netherlands — the same product, but a different taste code.

Data always speak with a cultural voice

Nuance doesn’t just affect consumer perception. It impacts how people answer questions, too. Dutch respondents tend to score more extremely, quickly and confidently. Belgian participants are more moderate and socially considerate. Not because they’re less honest, but because their norms differ.

Even the phrasing of questions or the order of answer options can change how results come in. A survey that feels neutral in one country may seem loaded in another. That’s why research design should never be viewed as a purely operational task. It’s strategic. Because the data you gather is only as good as the cultural lens through which it’s filtered.

Culture is the ground your brand stands on

Culture shapes perception before opinions even form. It colours how people experience tone, taste and trust: all the core ingredients of brand experience. A campaign that resonates perfectly in one country may fall flat just across the border. Not because the idea is flawed, but because the context has changed. Miss that, and you  risk misreading the room. Catch it, and you gain a sharper, more resonant view of your audience.

Culture requires care. Not assumptions, but attentiveness. Because the most valuable insights often live beneath the obvious.  It lives in the pauses, the habits, the reactions that don’t follow the expected script. To notice them, you need to listen differently. More gently. More curiously. More locally.