Has the global consumer changed?

Nick Chiarelli

This article reports on a survey carried out in thirty markets on the subject of whether people are becoming more similar or more diverse.

Has The Global Consumer Changed?

Nick ChiarelliRoperASW Europe

As the world gets smaller, do its inhabitants become more similar? Or do cultural differences across countries remain constant despite diverse influences from across the globe? According to our findings, based on our recently completed survey of consumers in 30 markets worldwide, the answers are: yes and yes.

While there are those who regard globalisation as the fount of all evil, around the world many people are seeing improved access to other cultures thanks largely to greater use of the internet and the increased use of global brands as...

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