Why the U.S. and Belgium are culture buddies?

The world, as we know it today, is commonly divided into territories and continents. But did you know that there is another way in which the countries can be categorized?
Rodrigo Demetrio
2 min

The world, as we know it today, is commonly divided into territories and continents. But did you know that there is another way in which the countries can be categorized?

The Inglehart-Welzel World Cultural Map proposes different types of borders: instead of geographic accuracy, the map links countries according to their closeness in terms of values. The latest edition of the map, published in 2020, proposes that the U.S. is next to Belgium, while Brazil is neighboring South Africa. You may be a little confused about how it works now, right?So keep reading this text to find out more about the 2020 version of the Inglehart-Welzel World Cultural Map!

The Inglehart-Welzel World Cultural Map (2020)

Is the Inglehart-Welzel World Cultural Map really a map?

As far as we can say, no. It is actually more of a scatter plot diagram than a map. Scatter plot diagrams are represented by a diagram that compares two different variables. Each one of these variables are displayed by an axis on the graphic. The letters X and Y are commonly used in this type of diagram.  The proximity or distance of each dot is based on the similar values the countries share regarding these two different aspects. The better the correlation between the country is, the tighter the points will be on the graphic.

The X-Axis

The X-axis of the map measures survival versus self-expression values. Survival values are calculated based on economic and physical security in the country. In contrast, self-expression values are related to the well-being and quality of life in the country. While the first concept prioritizes data and numbers, self-expression leaves more room for tolerating ethnic, religious, and sexual minorities.

The Y-Axis

The Y-axis focuses on measuring traditional versus secular-rational values. Traditional values are understood as the deference to religion and other types of authorities - such as parental. Traditional social and family values are also represented here. On the other hand, secular-rational values represent societies that are more driven by science and bureaucracy instead of faith as a means of authority.

Geo-Cultural Groups

After being measured by the X and Y axis, the dots are correlated together into different geo-cultural groups. For the 2021 edition of the Inglehart-Welzel World Cultural Map, there were eight different groups. The first one is Catholic Europe, which represents countries as diverse and far apart as Hungary and Andorra. Secondly is Protestant Europe, where Iceland and Germany are. The Orthodox world, which comprises the region between Belarus and Armenia, is also represented. As is the English speaking world, which ranges from the U.S. to Northern Ireland. The African-Islamic World, which goes from Azerbaijan to South Africa was also in the new version of the map. Latin America, comprising Mexico to Argentina; South Asia, represented by India and Cyprus; and The Confucian world, encompassing Japan and China; were also presented on the map. Those definitions are so well-though that they split countries that most people think would be paired together. This is the case of Brazil and Portugal, for example. Even if the two countries have similarities, Brazil is closer to South Africa and Argentina.

How to create a cultural map

The Inglehart-Welzel World Cultural Map is part of the World Values Survey, a research that was first conducted by Ronald Inglehart in 1997. By 2005, the political scientist, along with Christian Welzel, published the second edition of the map. Since then, the Inglehart-Welzel World Cultural Map has been constantly revised. Each year, it brings significant changes compared to the prior edition. “Why?”, you are probably asking yourself now.  That is a fairly simple question to answer. As previous changes on the placements of the countries can demonstrate, none of the values measured in the axis are static. Which means that they can shift from time to time.

That way, countries can move up or down on the map as their values are also shifting from traditional to more secular-rational ones. As for right and left, the countries that move to each side are shifting their survival values into self-expression values.This, as the authors of the map suggest, is due to a number of aspects, such as socioeconomic changes. In other words, as countries get richer, their quality of life and priorities change. In turn, their social values also shift. Nonetheless, cultural and religious heritage also play a part on the scale.

What is new on the 2021’s Inglehart-Welzel World Cultural Map?

Some big changes were disclosed in the latest version of the Inglehart-Welzel World Cultural Map. Hence, the Baltic Group, which comprised the region between Lithuania and Estonia and was on the map until 2017, does not exist anymore. Instead, Lithuania is now a part of the Catholic Europe, while Estonia became a lone Protestant wolf in the middle of a sea of Catholic countries. The new map also states that survival values are more endorsed in African-Islamic countries. Self-expression values, on the contrary, are predominant in Protestant Europe.  

The Confucian world and Protestant Europe are also fond of secular values, and traditional values are more recurrent in African-Islamic and Latin American countries. The U.S. scores significantly lower and more to the left than the other members of the English-speaking world.

This means that the United States is more inclined to both traditional and survival values. Researchers believe this can be due to the type of colonization the country endured. Lastly, it is important to note that the shift in the countries’ attitudes do not necessarily separate them.

Actually, this is exactly the reason why Belgium and the U.S. are placed near each other on the latest map - as is the case for New Zealand and Iceland. As much as the Map is an interesting way to look into the world, it is important to notice how and when it falls short. In the last few years, the publication has been accused of being too simplistic and eurocentric.

Others claim that the map implies that some countries are superior to others. Still, the Inglehart-Welzel World Cultural Map represents a fresh pair of eyes on the vast study of countries and borders. Pretty cool, right?Want to know more?

Check out this article.Bureau Works is a platform for orchestrating content delivery globally. By unifying all content streams, whether via API integrations or by capturing emailed files, Bureau Works enables comprehensive oversight of translation and localization operations. Using our innovative tools, you can setup reliable and automated workflows, streamline in-country review, and use rich quality data to proactively manage quality. Shoot us a message to schedule a demo. Stop guessing. Start knowing!

Collaborative translation is a powerful tool for your business if you’re looking to expand to new global markets. By coordinating a team of professionals who work together in real-time, you can quickly deliver high quality translations that resonate with local audiences.

But what if you don't know how to synchronize a large team's efforts? Or are you‌ struggling to find the right software for a well-coordinated translation process? Well, look no further! In this guide, you'll learn all the know-how's of collaborative translation to bring your brand to global audiences.


  1. What is collaborative translation?
  2. Why seamless translation collaboration is important
  3. Best practices for collaborative translation and global market success

What is collaborative translation?

Collaborative translation is when multiple people simultaneously work together to translate content. A collaborative translation process often makes use of specialized tools and software to make sure the translation is quick, accurate, and consistent.

  • Example: Let's say you're a B2B SaaS company looking to translate your marketing materials into a new language to connect with potential clients abroad. Use collaborative translation to bring together translators, developers, and other specialists to translate content into many languages at once.

Your team can use a collaborative translation platform like Redokun to work on projects simultaneously. A coordinated workflow will make sure that your translations use the same terminology and style, improving the quality of the translated product for your target audiences.

Collaborative Translation vs. Crowdsourcing

People often confuse collaborative translation with crowdsourcing and think the two are the same. However, these approaches to translation are different.

Crowdsourcing is when a large group of people contributes translations, often through an open call or invitation by a company or author. Brands can turn to crowdsourcing, community translation, or volunteer translation when they are looking to reduce costs and accelerate the process, especially for large multi-language projects.

In crowdsourced translations, the contributors can be volunteer translators, subject matter experts, or just anonymous individuals online. In other words, you may not know who's worked on the translation and what their qualifications are. It makes crowdsourcing distinct from collaborative translation, where the team would be an established group of professionals you've selected

Why seamless translation collaboration is important

As a busy B2B/B2C marketing manager or project manager, you might ask yourself: Isn't the "divide and conquer" a better strategy when working on a translation or localization project? It seems logical that each project team member, including translators, designers, and editors, works on their tasks separately and step by step.

However, collaborative translation can help your team reap many benefits compared to a traditional approach to translation projects:

Reasons why seamless translation collaboration is important
  • Produce high-quality translations consistently. When your whole team works on a translation project simultaneously on one platform, it's easier to stay in context and keep track of the translation accuracy for every target language. On top of that, your team can conduct agile QA throughout the project cycle.
  • Faster turnaround times. By working together, your team can complete projects faster and more efficiently. Centralization saves a lot of time at every stage of translation. And since your team can work on more than one translation at a time, you can publish your translated content in several new markets at once.
  • Reduced costs. You get to improve efficiency while working with a smaller team of translators. The smaller and more coordinated the team, the less the risk of costly translation errors. It means reduced translation costs and better project budget compliance.
  • Increased flexibility. Collaborative translation allows your team to produce translations into many languages at once and easily make changes to any project document. You can conveniently engage in a feedback loop and guarantee a continuous localization process.
  • Better communication. Collaborative translation effectively brings all members of your localization team together on one platform. It helps you make sure that everyone is working toward the same goals ‌and simplifies overall localization management.

Six best practices for collaborative translation and global market success

To be great at collaborative translation, you need to approach it strategically. Even if you've never used this approach before, you can follow the six steps below to build an efficient collaborative translation workflow. And if you're already familiar with this method, these practices will help you improve the way you collaborate on any translation projects.

Six best practices for collaborative translation for your global business success

1. Work out a detailed project plan

Before you start working on translations together, you need a clear-cut project plan. You should first identify the following items.

  • Project timeline: Define crucial deadlines, project milestones, and the overall project duration.
  • Translation volume and key deliverables: Calculate the general word count, and determine the workload for every language pair if you translate into multiple languages.
  • Project budget: Keep in mind possible added and hidden translation costs.
  • Project team: Define what kind of specialists you need: translators, editors, proofreaders, etc. Will you need to find external translators? Consider all your HR needs in advance.
  • Your approach to the translation process: How much do you want to rely on machine translation? At what point will you edit translated strings? Answer all these questions before you go on.
  • Quality assurance protocol: Establish an efficient QA procedure for all the language pairs you're working on.

It may sound like a handful but the more detailed the plan, the more streamlined the translations will be down the road. Besides, you can already use Redokun to boost this stage of the localization process!

Redokun is a translation management system you can use to automate, coordinate, and optimize your translation processes from content creation to publication.

Redokun simplifies your project planning. In particular, you can use the tool to:

  • Monitor your ongoing translations easily. Keep track of all of your translation files and projects across multiple languages in one space, and check their progress at a glance.
Redokun Document Detail Page
  • Meet deadlines with digest emails. Redokun will send you daily or weekly email digests to update you on the progress of translations. From there, you can initiate one-click reminders to your translators who are potentially falling behind schedule.
  • Making budget planning easier. Redokun has a transparent, scalable pricing structure that will cover exactly the volume of work your project needs.
Redokun is an easy-to-use tool that requires no onboarding. Your team can start using all the system’s features right away. During your project planning stage, you won’t need to factor in a lengthy training period to introduce team members to the tool.

2. Divide tasks and assign responsibilities the smart way

Good collaboration is impossible without a well-planned distribution and organization of roles and tasks. Ensure that every team member is on the same page and understands their respective responsibilities.

For example, the project managers should divide ‌translation tasks among translation team members according to their language proficiency, area of expertise, or subject matter knowledge.
  • On Redokun, you can invite translators to work on different language pairs and content types depending on their skills. All you need to do is enter the translator's email. The software will send them an email invitation and let you know once they've started translating the file.
  • You can also invite several translators to work on one document.
How to invite translators to Redokun

To maximize the efficiency of project management and task division, establish a clear structure of your workflow. Make sure all your pages, files, and folders are well organized and team members know where to find necessary resources for their respective tasks. A centralized, cloud-based storage for all your documents is a must.

  • Redokun is a cloud-based software that makes file management easy. You can create folders and customize permission settings for multiple users for better organization. No more need to look for spreadsheets and lost documents scattered around different digital locations.
  • Don't forget to make the most of the Reporting Dashboard. It shows you the status of the translation project and helps you see how users distribute tasks (for example, what methods they use to translate different content segments).
Redokun Dashboard with translation statistics

3. Enhance the collaborative translation process with clear communication

It's important to have open communication channels among all team members in your translation project, including internal and external translators. For a successful collaboration effort, you need a shared communication space to:

  • Conduct regular check-ins.
  • Discuss translation options and other aspects of the working process.
  • Update and adjust requirements and guidelines.
  • Maintain feedback loops.
It's up to you to choose between email, messengers, or tools like Google Drive or Slack to keep your collboarative operations flowing. However, using multiple channels for different aspects of the project can get messy. It's harder to manage your team and make sure all collaborators are up to date on the ongoing translation tasks.

You can avoid these potential problems by centralizing all your communications and project management. With translation software like Redokun, you can manage, translate, communicate, and collaborate — all in one place.

  • Translate content in context. Your translators or editors can use page previews in Web Editor to understand the context of the text while working on it.
  • Work together in real-time. Use Redokun as a full-scale collaborative translation platform. It enables real-time cooperation among your team members, improving efficiency and reducing communication errors.
  • Use comments, mentions, and notifications to exchange feedback quickly. Redokun's Web Editor is a convenient place to stay in touch and discuss your translation progress every step of the way.
Collaboration feature in Redokun
  • Create a hybrid workflow. Work with your in-house teams or external translators to suit different localization project formats and scalability needs.

4. Use machine translation and translation memory tools

Computer-assisted translation tools are a great addition to human translation. Machine translation (MT) helps your collaborators speed up the localization process by automating translation. Of course, it doesn't have the quality of a human professional translation — it’s more like a helping hand that's always there to facilitate the translation of complex phrases or new terms.

  • Redokun is integrated with two Machine Translation tools: Google Translate and DeepL. Translation suggestions by these two tools pop up right below where the translator should key in the translation, as shown here.

To enhance collaboration even further, consider using translation memory tools. They ensure consistency and save translation software users a lot of time.

Translation memory (TM) is a translation technology that stores previously translated sentences or phrases as segments and creates a unique database for your localization projects. You can reuse your translation to increase efficiency and consistency in ongoing and future translations.

With Redokun as your collaborative translation platform, you can leverage TM to:

  • Consistently translate any repeated word, phrase, or sentence across different language pairs and documents. It's especially important for translating technical terms, marketing slogans, CTAs, and other catchphrases. Translation memory helps you stay consistent in your marketing messaging.
  • Pre-translate your entire documents. Combine TM matches from your previous translations with Machine Translation to get a fully pre-translated document even before your team gets to work.
  • Manage your translation memory database. Import and customize your TM database to further improve translation quality and consistency.
”The speed of translation is quite impressive in that it doesn’t take [much time], maybe a couple of minutes when you translate from English to eight markets. I think that’s what I’m most impressed by.”

Read more about how Kenni and the marketing team at Rockfon increased their translation productivity by 70% using translation memories and other Redokun features

5. Use glossaries and style guides

Glossaries and style guides are valuable resources your team can use for reliable reference.

A glossary is a list of terms and their corresponding translations that are specific to a company or industry.

A style guide outlines the preferred tone, voice, and style for a company's marketing materials across markets and languages.

Your collaborators can refer to these resources when they’re not sure about a translation. For example is when they're deciding how to translate a company abbreviation, whether to the Oxford comma, or choosing the right tone to address customers, etc. No more ambiguity about linguistic, stylistic, and cultural aspects of your translations.

  • Use Redokun's glossary feature to create a glossary and style guide that outlines rules for spelling, grammar, punctuation, terminology, and tone specific to your project.
Redokun glossary feature preview

6. Continuously review and revise

A key benefit of a collaborative translation platform is the ability to review and revise translations in an agile and efficient manner. By involving multiple specialists in the process of editing and QA, you can guarantee accuracy and consistency in the translated content at every stage of the project.

To implement effective review and revision procedures in your collaborative translation projects, it is important to:

  • Plan for review and revision in advance. Identify who will be responsible, set the timeline, and use specific tools.
  • Consider involving in-country reviewers who are familiar with the local market and culture to ensure that the translations are accurate and appropriate for the target audience.
  • Perform regular QA checks. They should include consistency in terminology and formatting, and verify that the translations are free from grammatical errors and typos.
Pro-tip: Ever experienced the headache of having to update a translation that’s already 70% done when there is a last-minute change to the source document?

With Redokun’s revision feature, you don’t have to spend hours poring over Excel sheets and comparing files to spot the places where new words have been added or sentences have been changed. Just upload the latest document version and the system will identify new text that needs translating — saving your team’s time and effort while keeping previous translations intact.


Collaborative translation is an excellent approach if you want to improve the consistency of your translations, reduce costs, and establish a strong presence in global markets.

The key to seamless collaboration is a combination of careful planning, role distribution, agile QA, and smart use of translation software.

Make Redokun part of your collaborative translation efforts and enhance the pace of your global business growth‌. Start your 14-day free trial today and benefit from a quicker and more streamlined translation workflow.

Till next time,


Rodrigo Demetrio
Steering the marketing ship at Bureau Works with 17+ years of MarTech under my belt, I transform mere ideas into tangible realities. Passionate about languages and their power to build bridges, let's build a new one?
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