Harati and Talheim link long term orientation in national cultures to water scarcity in a region; LTO is relevant to design generally as it can be tied to an interest in material life and project ROI, for example. Researchers found “Across 82 countries, long-run water scarcity predicted long-term orientation. . . . cultures in water-scarce environments value thinking for the long term more and indulgence less. Hofstede (2001) defines long-term orientation as ‘the fostering of virtues oriented towards future rewards, in particular, perseverance and thrift’ (p. 359). . . . Most people who live in dry areas such as Phoenix, Arizona, and Dubai, United Arab Emirates, can get water from the sink by turning a knob. It might seem irrational that historical water scarcity should influence people’s decisions to apply to an established company or a risky start-up. Yet recent research in socioecological psychology has uncovered enduring cultural differences linked to the environments of our ancestors—from climatic variability to plow use to rice and wheat.”
Hamidreza Harati and Thomas Talheim. 2023. “Cultures in Water-Scarce Environments Are More Long-Term Oriented.” Psychological Science, vol. 34, no. 7, https://doi.org/10.1177/09567976231172500