CAN YOUR BRAND COPE WITH STARK CULTURAL DIFFERENCES?
Cultural differences, especially with regard to gender, will be a constant challenge in new and fast developing markets. Culture is always a dynamic and pervasive force that affects perspectives. So there are differences to consider on a country by country basis.
Do you reinforce diverse Millennial identities?
Technology is a great leveller and the Millennials are building their own universal values. These include valuing experiences, diversity, inclusivity, transparency and a pervasive use of technology. The ways in which identity is shaped through social networks and social media provides common ground.
Is your appeal always culturally appropriate?
There’s a general optimism amongst Millennials, despite recognition that some of them live in countries with chronic challenges, like inequality, corruption and general social and political instability. But how will your brand be breathtakingly original, while remaining culturally appropriate in fast developing markets like those in India, China and the Far East?
TAKE A LOOK AT OUR PAPER, ‘MILLENNIALS AND THE PERSONAL LIFE OF BRANDS’