Corporate anthropology, also known as business or consumer anthropology, is a field of study that applies anthropological methods, theories, and insights to understanding the attitudes, behaviors, and cultural dimensions of businesses and organizations. It is a subfield of applied anthropology, which focuses on using anthropological concepts and practices to address contemporary issues and problems.

The term “corporate anthropology” was first used in the 1980s by anthropologist Ann T. Jordan. Since then, the field has gained popularity and expanded to include a wide range of research and consulting services for businesses, governments, and non-profit organizations.

So, what exactly does a corporate anthropologist do? They use a variety of methods, including participant observation, interviews, surveys, and data analysis, to examine the cultural aspects of organizations and how they affect their operations, employees, and customers. This includes understanding the beliefs, values, behaviors, and communication patterns of individuals and groups within the organization.

One important aspect of corporate anthropology is the study of organizational culture. This refers to the shared values, beliefs, and norms that shape the attitudes and behaviors of employees within a company. By studying and understanding the culture of an organization, corporate anthropologists can help businesses improve their internal processes, increase efficiency, and enhance employee satisfaction.

Another area of focus for corporate anthropologists is consumer behavior. By using ethnographic methods, they can gain a deeper understanding of how consumers make decisions and the cultural factors that influence their purchasing choices. This information can be invaluable for businesses looking to develop new products, improve marketing strategies, or enter new markets.

In addition to providing insights into internal and external dynamics of organizations, corporate anthropology also plays a role in promoting diversity and inclusion in the workplace. By studying and addressing cultural differences and biases, corporate anthropologists can help organizations create a more welcoming and inclusive environment for a diverse workforce.

One of the key benefits of corporate anthropology is its ability to bridge the gap between businesses and their target markets. By understanding the cultural nuances and values of different communities, businesses can tailor their services and products to better meet the needs and expectations of their customers. This can lead to stronger customer loyalty and a competitive edge in the market.

Furthermore, corporate anthropology can also be applied to international business settings, helping businesses navigate cultural differences and adapt their strategies to different cultural contexts. For multinational companies, understanding the cultural norms and values of their target countries can be crucial for successful operations and negotiations.

In conclusion, corporate anthropology is a valuable tool for businesses looking to gain a better understanding of their internal and external environments. By applying anthropological concepts and methods, corporate anthropologists can provide important insights and recommendations for improving organizational culture, consumer behavior, diversity and inclusion, and international business strategies. As the world becomes increasingly interconnected, the demand for corporate anthropologists is only expected to grow, making this field a promising and relevant area of study for aspiring anthropologists.