ETHIOPIA
UNDERSTANDING & CONDUCTING BUSINESS IN ETHIOPIA
108
VERBAL COMMUNICATIONS
Indirect Communications
Communications are typically polite
and understated - it is considered
correct to be indirect and nonconfrontational when stating points.
BILLION
GDP in USD, 2020
Refusals
Ethiopia is a fast growing
economy with great potential
It is impolite to directly say “no” to a
request, so many will agree to
something or give an unsettled final
answer when they do not want to.
Gratitude
Ethiopia has a high
cultural context
a more intuitive and implicit culture
more nonverbal communications
highly collectivist culture
family-owned businesses is common
a strong focus on relationshipbuilding and social understanding
Gratitude is typically said as a kind of
blessing, for example: “God bless you
for working with me.”
NON-VERBAL COMMUNICATIONS
Listener-oriented
It is important to listen while others
speak to you as Ethiopians value
indirect verbal communication and
read nonverbal expressions.
Physical Contact
It is common for people of the same
gender to touch one another (on the
arm, etc.) while speaking. But contact
between the genders is limited.
Eye Contact
Enjoy your coffee!
Coffee is the national drink and
symbol of Ethiopia. Ready to drink
a lot of it in your meetings!
VISIBLE CULTURAL ASPECTS
There is a large focus in Ethiopia on religion. Approximately
two-thirds of people identify as Christian and one-third
identify as Muslim. Hence, Ethiopia contains over 80 different
ethnic groups. Therefore, cultural practices will vary further
based on region, especially in rural areas where 80% of
Ethiopian people live in.
Ethiopia operates on its own calendar. It is approximately
seven years behind the calendar used in Western countries
and begins on September 11th. Also, Ethiopia operates on a
different 12-hour time system, a day cycle begins at dawn and
ends at dusk, and a night time cycle begins at dusk and ends
at dawn. For example, "3 in the morning" is approximately
9am GMT+3, "6 in the evening" is approximately 12am GMT+3.
Be aware of this time difference when scheduling meetings
so it is important to confirm times to avoid confusion.
Direct eye contact is considered
normal. Lowering your eye contact
may be reserved for someone of high
status or an elder.
INVISIBLE
CULTURAL ASPECTS
“Yilugnta” is a concept that exists
within Ethiopian culture and
encourages people to be hospitable,
selfless, inclusive, and cooperative
with others.
For both Christians and Muslims,
many believe life events are
predetermined or altered by God.
The Ethiopian “pace of life” is
generally slower, and people are
known to take their time when
conducting business. Be patient if
things last longer than expected.
POSSIBLE AREAS FOR MISUNDERSTANDING & CONFLICT
When being offered something, it is expected to politely
decline before accepting the second or third offer.
Pointing is generally considered rude, especially with
one’s left hand. You should also avoid using left hand to
receive or pass items and food.
Visiting someone's house is considered important to
building relationships and it is expected to bring a gift
when visiting someone's home for the first time.
REFERENCES
Baker, C., & Campbell, M. (2016). Context Matters: An Ethiopian Case Study Adapting Leadership Development Methods to
Serve Different Cultures. Centre For Creative Leadership. https://www.ccl.org/wp-content/uploads/2015/04/ContextMatters.pdf
Evason, N. (2018). Ethiopian Culture. The Cultural Atlas. https://culturalatlas.sbs.com.au/ethiopian-culture