Cultural missteps happen to everyone, even the most seasoned leaders and global brands.
Recently, American Eagle launched a campaign featuring actress Sydney Sweeney with the tagline “Sydney Sweeney Has Great Genes.” The pun on “jeans” was meant to be playful, but it quickly sparked backlash. Critics pointed out that pairing the phrase with Sweeney’s blonde, blue-eyed image promoted eugenics and took us back some steps on the more body-positive movements we’ve seen in ad campaigns these days.
Perhaps if they’d released several other versions of the same ad with a variety of other women, the campaign wouldn’t have gone sour. They could have highlighted that lots of people who look nothing like Sweeney also have “good genes.” Perhaps there wasn’t any, or enough, diversity in the campaign’s team, so no one thought about the damage the ad could potentially have on the American Eagle brand or Sweeney’s reputation.
One might argue that saying Sweeney has “good genes” doesn’t mean other people don’t have them, and of course that wasn’t the intent of the ad. Annnddd also, this is a great example of just how unrelated intention and impact are. White supremacy wasn’t the intended message, but the harmful impact is massive.
As organizations expand across borders and teams become more diverse, the stakes for cultural competence have never been higher. According to LearnLight’s global research, 56% of professionals across multiple countries say they need to strengthen their cultural awareness to broaden their worldview and avoid costly misunderstandings.
Most cultural faux pas aren’t intentional. But even small slip-ups can quietly erode trust, weaken collaboration, and damage your credibility at work.
What Is a Cultural Faux Pas?
A cultural faux pas is an action, phrase, or behavior that unintentionally violates the social norms, etiquette, or expectations of a particular culture.
Usually, they’re a result of gaps in awareness. And while intention isn’t normally part of the problem, the impact can be disastrous for relationships.
Some missteps are visible and ceremonial, like giving a gift with the wrong hand according to the culture or wearing the wrong attire to a formal event. Others are subtle and invisible, like misinterpreting silence, standing too close, or being too touchy.
Cultural Faux Pas Examples and How to Avoid Them
Below are three subtle but surprisingly common cultural missteps that can undermine relationships without you realizing it, and how to avoid them.
Misjudging Humor
Humor is universal, but not uniformly received. Sarcasm, for example, is warmly embraced in the UK but often misinterpreted as hostility in Germany or Japan. Self-deprecating humor, common in the U.S., may cause confusion in hierarchical cultures where humility is expected by default.
Keep jokes light and inclusive, and avoid sarcasm until you know your audience appreciates it. When used well, humor builds bridges but when misjudged, it can shut them down. The goal isn’t to strip away personality—it’s to make sure your meaning lands with every listener.
Forgetting the “Unwritten Rules” of Time
Time may be universal, but how people relate to it is deeply cultural. In Germany, Switzerland, and Japan, punctuality is a sign of respect—being even five minutes late can signal disregard. In parts of Latin America, Africa, and the Middle East, time is more fluid, and starting a meeting 15 minutes late might be perfectly normal.
When in doubt, be punctual. It’s one of the simplest and most universally respected ways to show that you value the people in, and the purpose of, the meeting.
Overlooking Hierarchical Norms
In the U.S., calling your boss by their first name might be a sign of openness. But in countries like South Korea and the Philippines, titles and honorifics are essential markers of respect. Addressing someone too casually can be seen as presumptuous, undermining trust before you’ve even begun working together.
Start formal, then adapt. Use titles and last names until the other person invites you to be more casual. For example, “Good morning, Ms. Jeong,” or “Hello, Dr. Rivera.” When in doubt, ask politely. “I want to make sure I address you correctly, how do you prefer to be addressed?” This sets the tone for mutual respect.
Why This Matters Now More Than Ever
Cultural faux pas aren’t just awkward—they can quietly erode trust, hinder collaboration, and stall careers. But with cultural competence, you can transform these potential landmines into moments of connection and respect.
These are just three examples, but there are many more subtle ways culture plays out at work. Tools like our conversation cards can help employees build awareness, practice allyship, and open the door to meaningful team discussions about inclusion and intervention.
Download them and bring them to a meeting or a lunch n’ learn. Discussion about how to respond as individuals to various scenarios facilitates courage to do so when the time actually comes. Running the exercise sends the message that you as an employer encourage allyship and upstandership.
In today’s workplaces where many organizations are scaling back DEI efforts, inclusivity cannot be an afterthought.
That’s why I invite you to join our free, 1-SHRM credit webinar, Creating Inclusive Workplaces When DEI Efforts Are Under Fire, on October 1 at 10am PT. We’ll explore the real purpose and transformative power of DEI — and share actionable steps leaders can take to protect both inclusivity and well-being in the workplace, even if you can’t say words like “diversity” in your organization due to recent presidential executive orders.
If you’re serious about building a positive, culturally intelligent workplace that thrives in a changing business climate, you can’t afford to miss this conversation. Reserve your spot here!
