Some insights for advertisers and marketeers.
For some cultures, the past is everything because is where their roots are. French people like to place initiatives in the context of the past.
The Brits look at whether a proposal fits into the existing plan and established patterns.
Some languages and cultures are very present oriented. Philippine society will enjoy today, spend the available money today and can not conceive of planning tomorrow.
Americans believe good planning will enable them to forecast and be in control of the future.
The Arabic language has only tenuous linguistic structures for talking about the future. In their view, the future is in the hands of God.