Introduction
El Salvador, with a population of approximately 6.3 million, is the smallest and most densely populated country in Central America. It is composed of three ethnic groups: mestizo (a mixture of European and Indian) 86 percent, white 12 percent, and Indigenous 1 percent.
The Republic of El Salvador is a presidential republic with a unicameral Legislative Assembly of 84 seats. The president is both chief of state and head of government. The country has undergone significant political transformation in recent years, with a strong centralization of executive authority.
The official language is Spanish, although some Indigenous communities speak Nahua and other native languages. English is understood in urban business centers and by well-educated professionals. El Salvador has no official religion. Although the Salvadorans have traditionally been Roman Catholic, various Protestant sects have gained ground in recent years. El Salvador adopted Bitcoin as legal tender in 2021, becoming the first nation in the world to do so.
El Salvador is known as the “Land of Volcanoes,” with over 20 volcanoes within its compact borders, several of them active. Many business people are now members of religious Neopentecostal groups, which equate wealth with God’s favor. Salvadoran pupusas (stuffed corn tortillas) are the national dish and a source of enormous cultural pride.
Hofstede Analysis
The Geert Hofstede analysis for El Salvador is similar to its Latin American neighbors. Uncertainty Avoidance ranks highest at 94, one of the highest scores in the region, indicating the society’s extremely low level of tolerance for uncertainty. Strict rules, laws, policies, and regulations are adopted and implemented to control everything and eliminate the unexpected. The society does not readily accept change and is very risk averse.
Individualism ranks low at 19, as do most Latin countries, signifying a society of a more collectivist nature with strong relationships where everyone takes responsibility for fellow members of their group.
In many of the Latin American countries, including El Salvador, the population has been predominantly Catholic. The combination of Catholicism and the cultural dimensions, shown in the Hofstede analysis above, 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. El Salvador has no official religion. Approximately 50 percent of the population identifies as Roman Catholic, down significantly from previous decades. Evangelical Protestant denominations — particularly Neopentecostal groups — now represent roughly 36 percent. Some business people are members of Neopentecostal groups that equate wealth with God’s favor. 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
- For business, men should wear a conservative, lightweight suit. Women should wear a blouse and skirt or dress.
- Do not point your fingers at anyone.
- Good eye contact is important in business situations.
- Salvadorans are expressive with both hands and face; this complements their verbal communication.
- To beckon someone over, extend the arm and wriggle the fingers with the palm down. Only summon close friends with this gesture.
- Yawning in public is considered rude and should be avoided.
Behavior
meetings &
general conduct
- Make appointments well in advance by telephone or email.
- Business is done only after a relationship has been established. Spend time forming a friendship before jumping into business discussions.
- It is rare to find women in upper levels of business. A visiting businesswoman should act professionally and convey that she is representing her company, rather than speaking for herself personally.
- Business is discussed in an office or over a meal. It is not discussed in the home or around family. If you are invited to a Salvadoran home, this is purely a social function.
- The main meal of the day is at noon. This will probably include black beans, tortillas or meat, and fruit and vegetables.
- Small gifts are often exchanged. If you are invited to a Salvadoran home, it is appropriate to bring a gift of candy or flowers.
- Avoid giving white flowers; they are associated with funerals.
Communication
introductions &
conversation
- Handshaking is the usual form of greeting; it is typically limp and normally lasts longer than a U.S. handshake.
- Some people merely nod when meeting.
- While Salvadoran men are willing to shake hands with women, the woman must first extend her hand. Foreign men should wait for a Salvadoran woman to extend her hand.
- Keep the vocal component of your greeting soft. Many Salvadorans dislike loud persons.
- Titles, especially among the elderly, are very important. Address a person directly by using his or her title only: Doctor, Profesor, Ingeniero, Arquitecto, Abogado. Without a professional title, use Señor, Señora, or Señorita plus the 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.
- Good conversation topics: history, geography, culture, families, pupusas.
- Topics to avoid: local politics, religion, the civil war era.
Resources
Government & Data
- CIA World Factbook — El SalvadorDemographics, economy, government
- ITA — El Salvador Market OverviewU.S. International Trade Administration
News & Culture
- El FaroIndependent investigative journalism
- El Salvador TravelOfficial tourism portal
Cultural Framework
- Cyborlink Hofstede ExplainerThe six-dimension model explained
- Hofstede Insights — Country ComparisonCompare El Salvador scores with any nation
- Cyborlink Resource PageBooks, world press, language tools