What Is Business Anthropology? (And Why It's Important)

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Updated June 6, 2025

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Organizations may use a variety of analytical strategies and research methods, such as business anthropology, to learn more about consumer behavior, marketing approaches and product design. This field of research can be a valuable development tool for organizations across industries allowing them to gain a better understanding of their clients. Understanding the elements of business anthropology can help companies use this method to overcome various challenges and apply effective solutions.In this article, we discuss what business anthropology is, its main characteristics, why it's important in business and how it overlaps with traditional business practices.

What is business anthropology?

Business anthropology is the practice of applying anthropological theories to reviewing and understanding companies and consumers with the goal of solving various business challenges. It's an academic specialty that analyzes how businesses fit into the societies in which they operate and interact with various government and civil society institutions. Its overall purpose isn't only to solve challenges but also to explore new opportunities and create new theoretical frameworks.Business anthropology takes a holistic approach to the interaction between an organization and its consumers by analyzing the entire ecosystem surrounding the company, such as its investors, suppliers, the competition and the overall business environment in which the company operates. Current research in the field typically relates to analyzing methods in which to adapt market practices to various patterns of human behavior to communicate effectively with people from different cultures and backgrounds. It typically includes studying organizational theory and culture and analyzing how the company can adapt its goods and services to fit the characteristics of multiple cultures.Related: 21 Anthropologist Jobs To Consider

Characteristics of business anthropology

The main characteristics of business anthropology are:

It focuses on individuals and groups

All types of anthropology focus on studying human behavior and culture. This means that business anthropology tries to understand how people behave, why they display various emotions, what their thoughts are, how they communicate and other characteristics of individuals and group dynamics.

It emphasizes data quality over quantity

Unlike classic uses of large amounts of data, which usually aim to answer quantitative questions, business anthropology uses data as a means to discover why people behave in certain ways. It does so by analyzing their behavior, reaction and observation.

It includes sociological methods

Anthropology and sociology are similar fields, with both attempting to analyze various cultural phenomena. By taking a socio-anthropological approach, you can understand various dynamics within a society and how patterns of behavior form and predict future societal trends.Related: Research Methods in Sociology: Types and Examples

It's both practical and strategic

As a subset of applied anthropology, business anthropology takes a practical approach to solving various business challenges. It also generates valuable strategic insights that can then be used to solve the respective challenges.Related: What Is Applied Anthropology? (With 7 Career Paths)

It takes a holistic approach

Similar to other uses of anthropological techniques, business anthropology analyzes a person's entire reality, including what they consume, where they work, what their religion and political views are, their gender and ethnicity and every other relevant aspect of someone's existence.Related: What Can You Do With an Anthropology Degree? (With FAQs)

Business anthropology techniques

Business anthropology often involves the use of ethnographic research techniques, with anthropologists directly observing human behavior when trying to understand a certain social or business phenomenon. By doing so, they can fully understand the differences between people's actions and mindsets. It uses both a practical and strategic approach to learn more about consumer behavior, typically for the benefit of an organization or company.

Why is anthropology important in business?

Anthropology is important in business primarily when a company has the desire to understand a wide range of potential consumers, with the ultimate purpose of finding the most effective way to appeal to them and sell them its goods or services. It also helps the company cope with high business uncertainty and any cultural transformation that may occur within the organization. Some of the main reasons anthropology is important in business include the following:

Focusing on the consumer

Business anthropology aims to gain an in-depth understanding of how consumers think and act. It helps develop new ways of making the customer feel like the center of an organization's attention. It also analyzes how various business proposals correlate with current market demands.

Improving employee experiences

It aims to not only improve the overall customer experience but also the experience of the people working for the organization. Business anthropology can transform the organization's company culture to better fit in with current societal trends.

Cutting costs and increasing profit

It reduces business costs and uncertainty regarding future events. It can also help optimize various internal organizational processes and the use of company equipment.Related: What Does an Anthropologist Do? (Types and Jobs)

How do business and anthropology overlap?

An organization's main purpose is to generate a profit for its shareholders, so it's important for them to have high standards regarding customer experience and brand representation. By using anthropologists, companies can analyze the viewpoint of current and potential customers by assessing their desires, behaviors and priorities. Companies can then use this gathered information to come up with products and services that best fit the public's demands, determining consumers to choose them over the competition.Some of the main anthropological skills and practices that are relevant to businesses are:

Critical thinking and analysis

Individuals may use business anthropology to analyze an issue from multiple perspectives. They may also analyze various trends and patterns of human behavior that may affect their desire to purchase various goods and services and use them to increase sales. They may use their critical thinking skills to conduct analysis with as little researcher bias as possible.

Research skills

Business anthropologists may research multiple mono-cultural and multicultural groups in search of patterns and particularities. This can help them understand what motivates consumers and their primary priorities. They may design their research methods so they focus on the customers with the help of various tools, such as surveys, focus groups, ethnographic studies and interviews.

Communication skills

Business anthropologists may use their communication skills to create detailed reports based on their findings. They can also use these strengths to present their results to the organization's stakeholders and decision-makers with clarity and accuracy.

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