• Current thinking asserts that globalization has created shared attitudes among demographic groups across markets.
  • New research challenges these assumptions and proposes a more nuanced, localized approach.
  • Companies must consider country-specific adaptations to their strategy in order to maximise opportunities.

Decades of globalization have undeniably brought dispersed societies closer together. As they travel abroad, interact on social media, and stream the same movies and music, people around the world are increasingly exposed to similar trends, perspectives, and values. Many global companies have therefore assumed globalization is helping to create vast borderless markets of like-minded consumers and that they can appeal to certain demographic groups with similar messages. This narrative has gained particular strength regarding global “mega segments,” such as Millennials, Gen Z, and…

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