Communicating across cultures effectively is essential for global reach of businesses.  More than ever communicating in culturally diverse situations is fundamental to conducting business. But what does adapting your style of communication mean in practical terms?

As each culture has its own set rules that few are aware of due to our own cultural biases – rules, values and anxieties – communicating across cultures can be challenging.

However, the demand for intercultural communication has never been greater due to the rise in technological advances and globalisation and an increase in workforces becoming more ethically and culturally diverse.