10 trends in global brands

J Walker Smith
The Futures Company

All brands are local at heart, with the potential to be global. Revisiting the history of globalisation gives an indication of where they are headed.

Since the 2008 economic collapse, many people feel their foundations have been eroded, particularly in the developed world. But people everywhere see less they can rely on than ever before.

The Futures Company Global MONITOR has pointed clearly to the fact that living with uncertainty has become a key to shaping consumer decision-making. Correspondingly, there has been questioning of things that were previously accepted as gospel, such as globalisation. Now, some of the key features of globalisation are being called into question, particularly those that affect the future of global brands.