How to communicate efficient in the Benelux?

by | Jul 5, 2024

Belgium, the Netherlands, and Luxembourg are often mentioned together, and many consider the Benelux as one region. However, despite the historical, linguistic, and cultural similarities, the practical differences are much larger. These differences greatly impact the way communication is handled in the three countries of the Benelux.

In our paper, you will find theory and tips on how to manage communication in the Benelux effectively. We offer the document in three parts, part A can be requested here as a downloadable pdf. For parts B, C, and D, you don’t have to do anything at all; we will send them to you automatically in the coming weeks. Explanation In part A, we delve into the cultural differences framed by the organizational sociologist Geert Hofstede through his 6-D model:

  1. Power Distance
  2. Individualism
  3. Masculinity
  4. Uncertainty Avoidance
  5. Long-Term Orientation
  6. Indulgence

Part B explores the differences between the media landscapes in the Benelux. This includes discussions on RTV advertising in Belgium and the Netherlands, print and online media, popular content types, variations in social media usage, and strategies for brand visibility.

Parts C and D of this paper cover ways and means of optimally distributing your content in Belgium and the Netherlands, which are also subject to national preferences. Lastly, we address the communication trends observed by consultants at Insticom and Wisse Kommunikatie and the activities developed and implemented based on these trends.

To receive the white paper, just send an email to with Benelux whitepaper in the subject.

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