Cultural hybridity: The future of branding in a glocalised world

Laurence Lim

As populations hybridise and people become more culturally diverse and interconnected, Cherry Blossoms Intercultural Branding’s Laurence Lim examines the challenges that brands are facing in a glocalised world.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

Our globalised Western-centric world is shifting. Geopolitical tensions between “emerging” countries and the West are rising as China and India now make up a third of the world’s population. 

In parallel, Western countries’ population is hybridising. In the US, nearly one-third of the population under 18 have a multiracial background and white Americans will become a minority by 2045. This generation is not only ethnically diverse but inclusive about self-identity and self-expression.

Societies around the world are...

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