Ilya Gusakov, Senior Director of Ride-Hailing, EMEA & LATAM, inDrive, on tech companies adapting services to better meet customer needs by aligning with local customs.
In today’s global marketplace, cultural understanding is more than just a nice-to-have – it’s critical to business success. Operating across diverse regions quickly teaches you that what works in one country may well fall flat in another. With culture shaping how people live, communicate and make decisions, understanding these differences is essential to crafting an effective business strategy.
At inDrive, a mobility and urban services platform operating in 888 cities across 48 countries, we’ve seen that success lies in embracing local cultures rather than trying to push through with a ‘one-size-fits all’ approach. By aligning with local customs, we have been able to adapt our services to better meet customer needs, foster stronger connections and pave the way for our long-term, sustainable growth.
Here are five reasons why decoding cultural cues is essential for any business to thrive:
Religious holidays shape demand
Religious holidays and events often lead to shifts in demand for goods and services, which can have a significant impact on your business. For example, at inDrive we have seen that during Ramadan in MENA, demand for ride-hailing services drops during fasting hours and spikes dramatically in the evenings as families and friends gather.
Similarly, in India, demand for delivery services often surges during Diwali, as families celebrate with feasts and gifts, but drops significantly during the fasting period of Navratri.
Religious customs and local traditions often set the rhythm of life, affecting consumer patterns, so being mindful of this empowers businesses to adapt their operations accordingly – whether that means adjusting service hours or offering targeted promotions.
Salary cycles predict consumer behavior
Another example of how culture impacts business strategy is through salary cycles. When payday hits, it tends to drive a surge in consumer spending, with people more likely to splurge and explore new services. From a performance perspective, payday can impact everything from business conversion rates to customer acquisition costs.
Understanding these cycles helps businesses plan better-targeted marketing campaigns and promotional offers. For instance, at inDrive, we now align our campaigns with local pay calendars in countries like Brazil, Nigeria and South Africa, and notice improved user engagement during these times. Recognizing patterns like these enables businesses to time their marketing efforts better to align with periods of increased consumer activity.
Attitude to pricing and payments varies across regions
In many regions, especially the Middle East and North Africa (MENA), bargaining isn’t simply a feature – it’s a way of life. In countries like Morocco, Egypt and Lebanon, negotiating prices is expected and seen as an essential part of everyday transactions. This contrasts with other regions, like sub-Saharan Africa, where prices tend to be fixed and less negotiable.
Payment method preferences also vary from country to country. While in the US and UK shoppers may prefer to use Apple Pay, in Brazil people favour Pix and in China WeChat Pay and Alipay are the methods of choice.
Understanding cultural nuances that guide consumer preferences helps businesses to avoid the trap of standardizing” behaviors and better optimize their pricing strategies.
Local events help fuel organic growth
While many businesses focus on capital cities or major metropolitan areas, significant opportunities often lie in smaller, often overlooked regions. Understanding the specific needs and values of these local communities can open up doors for growth that might otherwise be missed.
At inDrive, we’ve found that participating in smaller local events has been extremely effective in fueling growth. For instance, we doubled our new passenger base in just one week at Panama’s David Fair by participating in local radio shows and undertaking BTL (below-the-line) marketing initiatives such as promotional events and direct advertising campaigns.
Why is this strategy so effective? Because people support brands they feel personally connected to and local events provide an invaluable opportunity to build those authentic connections. In short, when you show up locally, you grow organically.
Social impact projects help build trust
Behaving in a sensitive, culturally attuned way goes beyond just tailoring services to meet local needs. It also often involves contributing to the wider community. At inDrive, we’re deeply committed to social impact. We support local communities not just because it feels good to make a difference, but also because we’ve seen firsthand that engaging locally through social impact initiatives helps us build long-term trust and credibility.
Whether it’s partnering with NGOs to support education or addressing local needs through charitable donations, businesses that invest in their communities are more likely to win customer loyalty. For example, during Ramadan, we’ve supported local initiatives to provide food and technology access in underserved areas, making sure that our presence uplifts rather than extracts and that we leave a lasting, positive impression with customers.
If you’re expanding into new markets or strengthening relationships with existing customers, understanding cultural quirks is a critical component of long-term business success. The more attuned a business is to these cultural nuances, the better it can build lasting relationships and deliver real value.
By decoding cultural cues and tailoring your business strategy to align with local customs, companies not only unlock new growth opportunities but also demonstrate a sincere commitment to the communities they serve. This isn’t just a “nice-to-have.” It’s a foundational strategy for a global company to thrive across different markets of operations. When cultural awareness is embedded in your business approach, success follows naturally.
