Consumer Behaviour in a Deglobalising, Hyper-Local, Intercultural World

Border Reorder vs Marketers - Implications, Opportunities, and Challenges.

National borders no longer define culture or the consumer behaviour within a nation. Mass media changed that, and the internet poured gas on the fire. Now in this hyper-connected world and social media, consumers with similar interests can be geographically dispersed but connected online. In this episode of Marketing Mojo, we explore the diminishing influence of national borders on cultural identity and how digital connectivity is creating a new world order where interculturalism and hyper-localism coexist.

Helen Jambunathan, Director of Insight at Canvas8, will provide insights into how these trends are influencing marketing strategies, the challenges and opportunities of engaging in genuine cultural exchanges, and how brands can successfully navigate this new terrain. We delve into the roles of different generational and cultural groups in driving these changes and discuss the implications for brands looking to innovate and remain competitive in a rapidly evolving marketplace.