Cyborlink · International Business Etiquette
North America · Country Profile

Doing business in the United States

A working reference on American business etiquette, culture, and cross-cultural communication — updated for the contemporary workplace.

United States Capital: Washington, D.C.
Language: English
Currency: Dollar ($)
§ 01 — Orientation

Introduction

The population of the United States is approximately 340 million people of mixed races and heritage. Although the population is predominantly of European descent, the country has been a welcoming beacon to immigrants from virtually every country and culture in the world. English is the predominant language, although languages from many foreign countries are spoken within cultural enclaves throughout the U.S. The majority of Americans are Christian.

The United States of America consists of 50 states governed on a federal level, as well as a state level. Laws are written at both levels, and when doing business in the United States one must make sure to meet the requirements mandated by these laws. The country is very litigious so legal resources are available and specialists can be found to assist with any transaction.

The culture and geographic location of an area will influence how business is done. Traditionally, the East Coast is more conservative and formal in their dress and manners than the West Coast. That is not to say a West Coast meeting carries any less importance. The climate and lifestyle are just more relaxed, which is reflected in the pace and informality.

Fun Fact

Many years ago business was conducted predominantly by men. A woman’s role was to maintain the family and home responsibilities. Times have changed. Now, business is conducted continuously (thanks to breakfast meetings, e-mail, and cellular phones); and, women are now as significant in the business world as men. The U.S. was founded on the work ethic that good, honest, hard work is rewarded. Because of this work ethic, time is money and punctuality is highly regarded.

§ 02 — Cultural Analysis

Hofstede Analysis

United States — Six-Dimension Scores
Power Distance
40
Individualism
91
Masculinity
62
Uncertainty Avoidance
46
Long-Term Orientation
26
Indulgence
68
Source: Hofstede Insights. Scores on a 0–100 scale.

The United States scores highest in the world on Individualism (91), reflecting a society where people are expected to look after themselves and their immediate families. Individual initiative, self-reliance, and personal achievement are deeply valued.

Masculinity (62) indicates a moderately success-driven culture where competition and material achievement are important. Low Power Distance (40) reflects the foundational belief in equality — Americans expect to be able to approach and interact with people at all levels of an organization.

Low Long-Term Orientation (26) means Americans tend to focus on short-term results and quick wins. Traditions are respected but not barriers to change. High Indulgence (68) reflects a culture that values personal freedom, leisure, and the enjoyment of life — the “work hard, play hard” ethos.

Read the full Hofstede framework →

Religion.  The United States is predominantly Christian, with approximately 65% of the population identifying with some form of Christianity — including Protestant (43%), Catholic (20%), and other Christian traditions. Approximately 26% of Americans are religiously unaffiliated (“nones”), a category that has grown substantially in recent decades. Judaism, Islam, Buddhism, and Hinduism each represent 1–2% of the population. The First Amendment to the Constitution guarantees freedom of religion and prohibits the establishment of a state religion.

§ 03 — Dress & Presence

Appearance

Dress, clothing,
body language
& gestures
  1. Business suit and tie are appropriate in all major cities. Wear dark colored business suits in classic colors of gray and navy. For an important formal meeting, choose a white dress shirt; for less formal, a light blue shirt will still give you a conservative appearance.
  2. Women should wear a suit or dress with jacket in major cities. Wearing classic clothing and classic colors of navy, gray, ivory, and white will ensure you give a confident and conservative appearance.
  3. Rural areas and areas with extremely warm summers have more informal wardrobe requirements.
  4. Women may wear a business dress, or skirt and blouse, in rural areas.
  5. Men may conduct business without wearing a jacket and/or tie in rural areas.
  6. The formality of a meeting, even in rural areas, may dictate a sports jacket and tie for men. The same formality will require a woman to wear a dress, possibly with a jacket.
  7. Casual clothing is appropriate when not attending a work related meeting or dinner. Building a casual wardrobe using classic lines and colors (navy, gray, camel, ivory and white) will give you a look that is stylish and professional even when you are relaxing.
  8. Clothing, whether formal or casual, should be clean and neat in appearance.
  9. Men may generally wear jeans or khaki pants with a shirt for casual attire.
  10. Women may wear comfortably fitting slacks with a casual shirt. Wearing jeans or shorts, even in a casual setting, may be inappropriate for the city. It is better to err on the conservative side if you are not sure.
§ 04 — Conduct

Behavior

Dining, gifts,
meetings &
general conduct
  1. Business conversation may take place during meals. However, many times you will find more social conversation taking place during the actual meal.
  2. Business meetings may be arranged as breakfast meetings, luncheon meetings, or dinner meetings depending on time schedules and necessity. Generally a dinner, even though for business purposes, is treated as a social meal and a time to build rapport.
  3. Gift giving is discouraged or limited by many US companies. A gracious written note is always appropriate and acceptable.
  4. If you do give a gift, it should not appear to be a bribe.
  5. An invitation for a meal or a modest gift is usually acceptable.
  6. If you are someplace with a line or queue, go to the end and wait your turn.
  7. Do not use or chew on a toothpick in public.
  8. Smoking is prohibited by law in virtually all indoor public spaces across the United States, including restaurants, bars, offices, airports, and public transportation. Many cities and states also ban smoking within a designated distance of building entrances. Outdoor smoking areas may be available but are increasingly restricted. Private homes and vehicles are at the host’s discretion — always ask before lighting up.
§ 05 — Communication

Communication

Greetings,
introductions &
conversation
  1. Offer a firm handshake, lasting 3–5 seconds, upon greeting and leaving. Maintain good eye contact during your handshake. If you are meeting several people at once, maintain eye contact with the person you are shaking hands with, until you are moving on to the next person.
  2. Good eye contact during business and social conversations shows interest, sincerity and confidence.
  3. Good friends may briefly embrace, although the larger the city, usually the more formal the behavior.
  4. Introductions include one’s title if appropriate, or Mr., Ms, Mrs. and the full name.
  5. Business cards are generally exchanged during introductions. However, they may be exchanged when one party is leaving.
  6. A smile is a sign of friendliness, and in rural areas you may be greeted with a “hello” rather than a handshake.
  7. Do not assume you may smoke anywhere. Indoor smoking is illegal in most settings, and lighting up without checking will be viewed as both a legal violation and a serious social misstep. If outdoors, move well away from others and look for designated smoking areas.
§ 06 — Further Reading

Resources

Government & Data

News & Culture

Cultural Framework