“Building trust begins with an appreciation and understanding of trust, but it also requires practice and practice.
Robert C. Solomon Quote
GRBN’s 2022 Trust Survey evaluates levels of trust within the industry and wider society. This think-piece considers how best to build trust within the cultural context of Japan.
Rakuten Insight partnered with GRBN on the 2022 Trust Survey, with 1,500 participants coming from Rakuten Insight’s new proprietary panel in the US and their leading Japan panel. For Japan, interpreting the data through a local lens is key as assumptions can mislead. For example, one might assume that trust is built in a similar way but is that true?
A quick search reveals techniques to build trust in UK. The top recommendation is to be transparent, open, and honest in communication. In Japan, this would be almost the opposite. The Japanese culturally have learnt to rely upon a ‘mask’ presenting a face where emotions and personal self is hidden. In the harsh feudal world of the samurai, concealing emotion was a far safer option for survival and harmony. The mask is situational and changes depending on rank or role within society. Respecting the mask will build trust more effectively than sharing your personal ‘truths’.
The next recommendation is to stick to commitments but in Japan if this becomes impossible the apology is critical in building trust. A sincere apology is to take responsibility whilst excuses or blaming others are barriers to trust. Taking responsibility has deep cultural roots such as bushido (the way of the samurai) which encourages concepts such as honour and self-sacrifice. These concepts still daily life. Apologies can seem insincere to the West but the sincerity of the apology in Japan should not be underestimated. An example of building trust through an apology was when Akio Toyoda (President of Toyota) appeared before US congress in 2010 to apologise for the failures which led to recalls due to safety concerns.
A commitment to perfectionism and improvement can build trust in Japan. Japanese perfectionism can be misunderstood as the pursuit of excellence and achievement. Japanese, however, strive for perfectionism as a defensive move against shame, to minimise the negative blame and judgement of others, to maintain face. If one practises the mindset of improvement towards perfection as a process rather than a goal, trust can be built more effectively.
In UK, honest open in communication can build trust, however, in Japan it is important to respect the concept of ‘ma’ in communication. Ma is difficult to precisely translate but is best described as the intervals in space & time which add to, emphasise, or contribute to the whole – ‘the silence between notes in music which makes the song whole’. Communication which builds trust in Japan, is full of pauses and silences, since what is unsaid in those moments can be as important as what is said. Speaking with pauses and silence is more intellectual, cultured and builds trust. On the other hand, speaking a one long babble can appear child-like or foolish – and a fool is hard to trust!
When conducting research in Japan, it can be easy to forget the deep cultural differences that lie between the East & West. However, with the support of those who know the culture, we can understand what business leaders, politicians and even market research professionals can do to build trust when operating in Japan.
Neil Cantle
Regional Head, EU
Rakuten Insight
