A simple but true statement:
With the rise of technology, the world has become simultaneously much larger and surprisingly smaller. While our new connections serve to introduce us to new experiences and previously unknown cultures, we are also being given the opportunity to see the similarities we share with others from around the globe. On a daily basis, people are allowed to see more and more of a world that, for most, existed only in textbooks and on movie screens.
The characteristics of countless cultures have begun to migrate outside the traditional geographic boundaries of their native lands to make a place for themselves in the realm of a much more globally minded culture. When it comes to marketing and advertising, those in the business are now being faced with the challenge of appealing to a much more diverse (and sometimes more adventurous) populace.
Marketers can seldom rely on the previously held standards of cookie-cutter America. Determining methods of advertising with universal appeal can prove to be a daunting task. Faith and spirituality, fashion, art and history all play a major part in determining what every culture may or may not find to their liking. Advertisers must have an ever increasing awareness of their audience; otherwise, they may run the risk of alienating or overlooking potential consumers.
People are often fiercely loyal to their native cultures and ignoring or insulting their customs or beliefs can be detrimental to the message advertisers are trying to communicate. There is value to be found at every corner of the globe, and by exhibiting respect and reverence where it is due and being mindful of the ever-increasing diversity of the average consumer group, marketers can find opportunities for growth and expansion that they may have never considered.