Introduction
Colombia has a population of approximately 52 million, making it the third most populous country in Latin America. Its ethnic composition includes roughly 49 percent mestizo, 37 percent white, 10 percent Afro-Colombian, and 4 percent Indigenous. Pure-blooded Amerindians now constitute only about 4 percent of the population. Colombia is divided by three mountain ranges, and this has led to the development of strong regional identities — a paisa from Medellín is culturally distinct from a costeño on the Caribbean coast or a rolo from Bogotá.
The Republic of Colombia is a unitary presidential republic with a bicameral Congress: the 108-seat Senate and the 188-seat House of Representatives. The president is elected to a single four-year term and is both chief of state and head of government.
Spanish is the official language; however, some Amerindians speak only their native languages. English proficiency is growing, particularly among younger professionals in major cities. The vast majority of Colombians (approximately 73 percent) are Roman Catholic, with Protestant denominations growing rapidly. The constitution guarantees freedom of religion.
Colombian women are among the most politically active in Latin America, in spite of cultural restrictions on their social and work behavior. Colombia’s three mountain ranges have produced strong regional identities that shape business culture across the country. Colombia is the world’s third-largest coffee producer and the leading source of emeralds. Medellín has been recognized internationally for urban innovation, transforming from one of the world’s most dangerous cities into a model of civic renewal.
Hofstede Analysis
The Geert Hofstede analysis for Colombia is similar to other Latin American countries where there is very strong Uncertainty Avoidance, large Power Distance, and low Individualism. This is indicative of a society that has a high concern for rules, regulations, and controls, is slow to accept change, and is risk averse. There is a high emphasis placed on close ties with individuals, or relationships, whereby everyone takes responsibility for fellow members of their group. There are significant inequalities of power and wealth within the society.
Colombia has one of the highest Masculinity rankings in Latin America at 64. This indicates that the country experiences a high degree of gender differentiation of roles. The male dominates a significant portion of the society and power structure, though this is changing notably in major cities.
Colombia’s most distinctive Hofstede score is its exceptionally high Indulgence (83) — one of the highest in the world. This reflects a society that places great value on enjoying life, leisure, socializing, and personal gratification. This characteristic directly shapes business culture: expect warm hospitality, extended social meals, and relationship-building as essential prerequisites to doing business.
In many of the Latin American countries, including Colombia, the population is predominantly Catholic. The combination of Catholicism and the cultural dimensions reinforce a philosophy predicated in the belief that there is an absolute “Truth.” As Geert Hofstede explains about peoples with a high Uncertainty Avoidance Index, their attitude is, “There can only be one Truth and we have it.”
Religion. Approximately 73 percent of Colombians identify as Roman Catholic, though active participation varies widely by region. Evangelical and Pentecostal Protestant denominations have grown substantially, now representing roughly 16 percent of the population. The Colombian constitution guarantees freedom of religion. In our study of predominantly Catholic countries, we found the primary correlating Hofstede Dimension to be Uncertainty Avoidance (UAI). Only 2 countries out of 23 did not follow this correlation: Ireland and the Philippines.
Appearance
body language
& gestures
- Formality increases as you move inland. It is important to adopt conservative business attire in Bogotá and other highland cities. Suits in dark colors are preferred. Women should dress conservatively and modestly: a suit or dress.
- Colombians stand closer together when conversing than North Americans, however they engage in less physical contact during conversation than other South Americans.
- It is impolite to yawn in public.
- Colombian women will often substitute the gesture of holding forearms for a handshake.
- Colombians indicate that someone is stingy by tapping their fingers on their elbow.
- Avoid putting your feet up on a table or other piece of furniture.
- Women visitors should be especially sensitive about making any glance or gesture that might be considered flirtatious.
Behavior
meetings &
general conduct
- Schedule business appointments in advance.
- Punctuality is relaxed; although as a foreigner you are expected to be on time.
- Have business cards printed in English on one side and the translation in Spanish on the other. Present the card with the Spanish side facing your Colombian colleague.
- Business people prefer relaxed conversation before business.
- Lunch is the main meal of the day and a popular choice for a business meal.
- Typically, the person who has initiated the invitation will pay for a meal in a restaurant, although you may have to fight for the check even though you have issued the invitation.
- Let the host make a toast first, then you might wish to make one.
Communication
introductions &
conversation
- Handshaking is the customary greeting in business; don’t rush it. Colombians take a long time in greetings; they feel it conveys respect for the other person. Among friends, expect the abrazo, or embrace.
- Titles are important and should be included on business cards. Address a person directly by using his or her title only. A Ph.D. or a physician is called Doctor. Teachers prefer the title Profesor, engineers go by Ingeniero, architects are Arquitecto, and lawyers are Abogado. Persons who do not have professional titles should be addressed as Señor, Señora, or Señorita plus their surname.
- Most Hispanics have two surnames: one from their father, which is listed first, followed by one from their mother. Only the father’s surname is used when addressing someone.
- Bullfighting is popular in some cities; don’t make negative comments.
- Good conversation topics: history, culture, soccer (fútbol), coffee, the Gold Museum in Bogotá.
- Topics to avoid: drug trafficking, politics, religion, ongoing security issues.
Resources
Government & Data
- CIA World Factbook — ColombiaDemographics, economy, government
- Colombia.coOfficial country brand portal
- ITA — Colombia Market OverviewU.S. International Trade Administration
News & Culture
- Colombia ReportsEnglish-language Colombian news
- Colombia TravelOfficial tourism portal
Cultural Framework
- Cyborlink Hofstede ExplainerThe six-dimension model explained
- Hofstede Insights — Country ComparisonCompare Colombia scores with any nation
- Cyborlink Resource PageBooks, world press, language tools