written by Alistair Turner
One of the key trends that emerged in 2020, and that has grown throughout 2021, is the juxtaposition between Global and Local behaviours. In 2020, Euromonitor International’s Top 10 Global Trends report highlighted a move that it called ‘Proudly Local, Going Global’.
The report addressed the pride and power in local culture, that was becoming more sharply defined and relevant in 2020. The trend captured a growing consumer desire to adopt and appeal to a sense of individuality and growing national identity from local inspiration. This was set against the growing expectation for multinationals to respond appropriately and creatively to local culture, social norms and consumer habits.
At the same time, the report addressed a growing connection between consumers and societies with the wider world; brought on by heightened awareness around the pandemic, the need to collectively solve large issues such as global warming, and the increasing ability of technology to connect individuals, colleagues, and families, otherwise stuck in their homes, with others around the world.