Creating cultural advantage
This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more
Our globalised Western-centric world is shifting. Geopolitical tensions between “emerging” countries and the West are rising as China and India now make up a third of the world’s population.
In parallel, Western countries’ population is hybridising. In the US, nearly one-third of the population under 18 have a multiracial background and white Americans will become a minority by 2045. This generation is not only ethnically diverse but inclusive about self-identity and self-expression.
Societies around the world are...