Another way that cultures differ from one another is the degree to which masculine versus feminine values are emphasized (Hofstede, 2009). Masculine cultures place importance upon personal ambition, competition, assertiveness, and material gain as core values. Examples of masculine cultures include Japan, Austria, and Italy. In contrast, feminine cultures emphasize personal connections to others, relationship health, quality of life, and concern for the poor and elderly. Feminine cultures include Norway, Sweden, and the Netherlands. The United States and Canada are both moderately masculine.

Importantly, whether a culture is masculine, feminine, or somewhere in-between impacts both men and women, by teaching what they learn to be “the most important values in life.” Within more masculine cultures, people of both sexes come to view competition and “getting ahead” as admirable; whereas within feminine cultures, people are expected to be other-centered and compassionate. As just one example, feminine cultures typically offer lengthy unpaid leaves from work following the birth or adoption of a child—in some cases, for as long as a year—whereas within masculine cultures, such extended leaves would be unimaginable. The masculinity or femininity of a culture also shapes very specific aspects of communication. For example, managers in masculine cultures are expected to be decisive and authoritarian; whereas feminine culture managers are expected to focus more on the process of decision making and the achievement of consensus between involved parties.