K-dramas in Paris? Scottish beer in Rio? All around the world, people are consuming hyper-local content across borders. Streaming services like Netflix and Spotify have dissolved regional content boundaries, while homegrown brands are reaching global audiences thanks to social shopping.
Whether it’s film, fashion, or food, people are after “specific yet universal” products and stories that proudly bear their origins.
Our latest Macro Behavior explores this major shift and what it means to your work.
Emerging market “outperformers” are quickly outpacing US growth and finding success in innovation. In the aftermath of COVID-19 and the coronacession, who has the power to define ‘global culture’?
Cosmopolitanism – with its connotations of being well-travelled and knowledgeable – is holding strong as an aspiration, even as globalisation falls out of favour. How are people squaring rootedness with worldly curiosity?
Localisation has become a symbol of connoisseurship – just as sommeliers seek out terroir, people are seeking products that embody their unique environments. Which brands have built winning strategy around a sense of place?
Lucy leads the Canvas8 membership product and works to innovate and revolutionize the member experience. You might find her jogging around various London boroughs or on the hunt for spicy Bloody Mary.
A member of Canvas8's Cultural Intelligence team, Katy is part of the Macro Behavior team and has also worked on projects for Google, Nike, and MillerCoors. She holds a degree in American studies and film and a master's in journalism.
Margot works on the Library team as Insights Editor, which involves running the Signal and Sector Snapshot content streams. She has a background in journalism, a degree in French and English Literature, and an embarrassing obsession with her cat Sumo.
Burna Boy has appealed to global listeners by literally speaking their language all without having to lose himself. The artist is part of a burgeoning global movement that sees singers and musicians caring less about sticking to one genre and instead focusing on their music sounding good.
A lot of businesses traffic in American exceptionalism, tapping into national pride as part of their creative comms and brand identity. But while such aspirational messaging used to resonate with Americans – and many people around the world – will COVID-19 make this narrative less appealing?
Stans are passionate, and while they generally post about the object of their obsession, strong social media presence and large numbers mean they can mobilize to dominate social feeds. Showing the power of online community, they’re promoting BLM and quashing racism.