Globalize, Don’t Localize: Three Ways To Properly Ignore Boundaries

A hipster in New York is not that different from a hipster in Bangalore. Ten years ago, this would not have been the case. What’s changed? With the proliferation of the Internet, smartphones and social media, information dissemination has never been more efficient than it is today. Our marketing textbooks tell us that the highest classes of society in any given region have similar tastes and habits, but that habits then start to disseminate based on surroundings. Today, with Internet access expanding to the far corners of the world, those tastes are converging, and users are becoming increasingly savvy about what’s available to them. What does this mass homogenization of habits mean to businesses? ….[READ]