In a globalized world, 80% of our communication happens without words. Yet the same gestures can convey friendship, disrespect, or provocation depending on the culture. Richard D. Lewis, in When Cultures Collide, reminds us that even the slightest finger movement can turn into a serious relational deadlock.

The inverted V-sign : victories confused with offenses

Richard D. Lewis highlights in his book that "in Britain the V‑sign with the palm inward is the most insulting gesture you can make equivalent to the American two‑fingered ‘middle finger”. In America, raising the index and middle fingers forms a symbol of victory or peace; inverted, it becomes a sharp insult in the UK. This radical transformation reveals three key mechanisms: firstly a historical coding, that is to say a gesture created during wartime (Churchill’s “V”) remains fixed in memory, but its inversion by the British over centuries gave it an opposite meaning. Secondly a symbolic reversal, as Anglo-Saxon cultures enjoy irony. For them flipping a positive symbol into a provocation intensifies the emotional impact. Thirdly a cognitive barrier, as an innocent American doesn’t see offense because they don’t know the code. This lack of shared understanding turns a greeting into a moral slap.

“Universal” gestures… or almost

We have gathered some examples that show how a seemingly universal gesture can turn into a cultural misunderstanding.

• Thumbs up in the West meand “OK,” “well done”, while in Greece and the Middle East it is an obscene gesture to avoid.

• Pinched fingers in Italy is an emphasis which means “What are you saying?”, but in Thailand is a “Come here,” perceived as infantilizing.

• Head nod up-and-down is equal to “yes” on the West, but it is clearly “no” in Bulgaria or in Greece

Why do these gaps arise? Richard D. Lewis identifies three major cultural families linear-active, multi-active, and reactive that shape our relationship with body language. Linear-active cultures like Germany or Switzerland are characterized by measured gestures, punctuality, efficiency, while in multi-active ones such as Italy or Spain broad gestures and expressiveness are commonly used, and relationships always come first. Reactive cultures like Japan or China are more likely to apply silence, reserved posture and give importance for personal space. Each group has developed a distinct “body language lexicon,” shaped by history, geography, and specific values.

Business consequences

During international meetings, a misplaced V-sign can derail negotiations. The counterpart feels insulted, and trust erodes. When talking about recruitment and management, a Franco-Canadian manager nodding vigorously can confuse Bulgarian recruits. In global marketing, an ad featuring a thumbs-up resonates positively in the U.S. but may shock audiences in some Arab countries.

Some of the best practices to avoid misunderstandings is to research a quick guide of gestures to avoid before traveling, or to apply universal gestures like a genuine smile or an open-hand wave. It is essential to observe and adapt, too: in a new context, it is a good idea to start with neutral gestures before adding expressiveness.

Overall, nonverbal communication is a silent pact: we assume we speak a universal language, but it is riddled with cultural traps. As Lewis shows, mastering this aspect guarantees your message is received as intended. A single gesture, well or poorly used, can become the deciding factor of a successful professional relationship or an intercultural crisis.