The Blending of Worlds

THE

Blending of Worlds

The World is Changing.

Western influence as the driver of "global culture" is being challenged by something new.

Following WWII, an explosion of cultural content was exported from the West to fight the encroachment of the USSR.

Western Influence

Eastern Influence

1930s

1940s

1950s

1960s

1970s

1980s

1990s

2000s

2010s

2020s

Marlene Dietrch

American Jazz

Allied Victory in WWII

Winston Churchill

Rock & Roll

British Invasion

James Bond

ABBA

Glam Rock

Madonna

E.T.

Michael Jackson

Spice Girls

Beyonce

Gateway 2000

Apple iPhone

The Great Wall

Bruce Lee

Hari Krishna

Berlin Wall

Geisha Influence

Crouching Tiger, Hidden Dragon

Mainstream Bollywood

Harijuku

Gagnam Style

Parasite

Squid Game

BTS

Pop Quiz, How Many Can You Name?

50M

100M

150M

200M

250M

300M

North America

Europe

Asia

Australia

Africa

South America

Click Each Photo for Details

Hover to Filter by Country

Mohamed Salah

49M Followers Africa

Chris Hemsworth

54M Followers Australia

Whindersson Nunes

58M Followers South America

Camila Cabello

60M Followers North America

Maluma

61M Followers South America

BTS

61M Followers Asia

Canal KondZilla

66M Followers South America

Narendra Modi

66M Followers Asia

Emma Watson

66M Followers Europe

Shawn Mendes

67M Followers North America

Shraddha Kapoor

70M Followers Asia

Blackpink

72M Followers Asia

Lalisa Manobal

75M Followers Asia

Rihanna

103M Followers North America

Vin Diesel

108M Followers North America

Katy Perry

109M Followers North America

Yang Mi

110M Followers Asia

PewDiePie

111M Followers Europe

Justin Bieber

114M Followers North America

Shakira

114M Followers South America

He Jiong

121M Followers Asia

Xie Na

129M Followers Asia

Barack Obama

130M Followers North America

Charli D'Amelio

138M Followers North America

Kevin Hart

138M Followers North America

Neymar

171M Followers South America

Virat Kohli

185M Followers Asia

Taylor Swift

202M Followers North America

Beyonce

243M Followers North America

Selena Gomez

303M Followers North America

Dwayne "The Rock" Johnson

303M Followers North America

Lionel Messi

311M Followers South America

Kylie Jenner

318M Followers North America

Cristiano Ronaldo

412M Followers Europe

Perception of Globalization Varies But Remains Positive

PERSPECTIVES: GLOBALIZATION IS A FORCE FOR GOOD

2 in 3 of US households with income of $75,000 or more think it has a good impact, compared with only 53% of those with income below $30,000

10%

20%

30%

40%

50%

60%

70%

80%

90%

Vietnam

Philippines

India

Thailand

Malaysia

Indonesia

Singapore

UAE

Denmark

Sweden

Hong Kong

Germany

Australia

United Kingdom

Norway

United States

Finland

While nationalist movements have grown in recent years, often in opposition to globalization...

...young people retain a highly positive view of globalization & culture

76%

78%

93%

of Millennials and Gen Z watch foreign language TV Shows, compared to 56% of Baby Boomers

of people under 30 believe global trade has a positive impact on the US

of people show a strong desire to connect with cultures other than thier own

The Rise of Global Culture

Four Trends that willl Hold True in 2022

01.

The Rise of Global Influencers

02.

Full Ad Integrations in True "Global" Campaigns

03.

More Domestic Consumption of Global Content

04.

Older Audiences Will Boost Adoption

01.

The Rise of Global Influencers

The top influencers continue to grow share of voice through a global footprint of followers Marketing Implications Global influencers, used locally

02.

Full Ad Integrations in True "Global" Initiatives

Expect more brands to have global campaign platforms, nuancing them to local cultures

Marketing Implications Unique campaigns executed globally

03.

More Domestic Consumption of Global Content

Expect global content to become a larger share of minutes spent

Marketing Implications Bigger talent pool to partner with

While Gen Z is fueling the growth of global culture, expect older audiences to trial aspects of global culture

Older Audiences Will Boost Adoption

04.

Marketing Implications Globally ubiquitous, more frequent trends

What Does a More Ubiquitous Global Culture Mean for Different Brands?

MARKETING IMPLICATIONS:

Luxury

"The last few years have forced brands to rethink their growth strategies. The reality is that as luxury borders disappear, growth defined by markets gives way to growth defined by people. A perfect example is Retailer Reliance Brands Limited investment in Indian label Manish Malhortra as RBL's ambition to bring Indian fashion to the global market. Luxury is innately global, and what is needed now more than ever is a more nuanced approach to the people in local markets, not only market to market, but people to people in the different markets."

VP CLIENT STRATEGY - LUXURY

Megan Ryan

BRANDS LEANING IN

Dior became the most recent brand to announce a partnership with K-Pop powerhouse, Blackpink, creating a global campaign with star Jisoo.

Julia Marino rode a Prada snowboard in this year’s Beijing Olympics, generating nearly $10M in brand value for the fashion house.

Iconic duo James Bond & Aston Martin launched a single tv spot globally ahead of last year’s Not Time to Die film launch.

Tech

“In many ways, tech will be the catalyst for a global cultural shift. Immersive games like Fortnite have already partnered with global fashion brands like Balenciaga to outfit their in-game avatars. Tech brands have their sights on the metaverse, and with that will come an inevitable blurring of geographic lines as consumers step into a more virtual world. While global themes are critical to the future of the category, consumer sentiment trends negative, so brands must tap into local concerns to nuance messaging and ultimately drive more positive brand perception.”

VP CLIENT STRATEGY - TECH

Dominique Folacci

BRANDS LEANING IN

To celebrate Chinese New Year Apple partnered with Chinese director Peter Chan to create a short film about their new iPhone.

Spotify launched a Global Cultures Initiative to boost regional artists from around the world.

Samsung created the “Better Tech for All” campaign that showcases tech innovations from all different corners of the globe.

CPG

“Within CPG, beauty is an example of an industry that has always been grounded in community. Time and again we’ve seen local beauty practices catch fire and transform into global beauty products and rituals. The role that CPG brands play in our daily routines creates a natural point of connection. Local cultural tastes, customs, and preferences will always exist, but I believe brands will continue to lean into areas of demand that transcend geography like wellness, sustainability, convenience etc.”

VP CLIENT STRATEGY - CPG

Caitlin Collins

BRANDS LEANING IN

L’Oréal Paris named French model & activist, Cindy Bruna, as international spokesperson, elevatting the conversation around domestic violence & inclusion in the fashion industry.

Ben & Jerry’s ended its sales in Israeli-occupied territories, citing its values and plunging the brand into one of the most contentious discussions on the international stage.

Dove recently launched: “My beauty, my say” campaign globally, featuring testimonials, social media and a short film aimed at improving self-esteem.

Restaurant

“Food has always been considered a gateway to other cultures. We expect brands to continue to experiment with more diverse menu items to drive differentiation. As a leading global chain, McDonalds has some really interesting partnerships with diverse musicians both at home and abroad (BTS, Saweetie, etc.). Restaurants will continue to take a more global approach to marketing and capitalize on key trends that span borders. It’s really all about balance; leaning into global cultural moments while also catering to local tastes and preferences.”

VP CLIENT STRATEGY - RESTAURANT

Adam Daniele

BRANDS LEANING IN

Taco Bell has launched their first global marketing campaign and will be giving out free tacos on May 4 to celebrate a “new lunar phase” that they’re calling the “Taco Moon.”

McDonald's has decided to temporarily close all 847 restaurants in Russia and pause all operations in the market.

Sonic Drive-In is planning its first international expansion, the chain’s president said during a presentation during the National Retail Federation’s virtual trade show this week.

Consumer

"Global culture enables people to have the freedom to feel and identify as their true selves. Brands are leaning in through amazing and impactful ways – Target’s spotlighting emerging BIPOC creators or a candid conversation on vaccine awareness with Dr. Fauci and Ricky Martin during the Latin American Music Awards, are great examples of celebrating of authentic stories and supporting diverse communities. Consumers seek out content which helps them explore their identity and understand others. Representation in media and advertising impacts perception and habits, and consumers are adamant about their expectations for brands to play a part in culture."

VP, INSIGHTS & RESEARCH, CULTURAL INTELLIGENCE

Dana Sparber

BRANDS LEANING IN

Consumers are 2x more likely to be open to brand messaging when they think brands do a good job of connecting them to their identity.

Duolingo reported a 40% increase in users beginning Korean lessons following the Squidgame’s launch.

The popularity of foreign content in the US has increased 5x year over year, based on the demand ranking of current # of foreign titles within the top 100 titles released in the past year.

Cultural Convergence

“Our cultural diets are more fluid than ever. It’s no longer out of place to see K-Pop get its own category at the VMAs or for Nike to use London grime rapper, Skepta, in a global campaign. Brands are quickly becoming attune to how people’s real-time multi-platform consumption blurs traditional marketing lines. Instead, people now expect their borderless exploration of cross-cultural trends to be woven throughout a brand’s marketing ecosystem. As our lives become more digital and socially focused, brands can expect global culture to further assimilate into mainstream consumption.”

VP CLIENT STRATEGY - GLOBAL

Lindsay Orosco

BRANDS LEANING IN

After starring in the global hit Squid Games, South Korean model/actress Jung Ho-Yeon was chosen as Louis Vuitton’s global house ambassador for fashion, watches and jewelry.

“Nike's ‘Nike by You’ co-creation platform is able to deliver customized products that align with different cultural preferences and styles.”

In response to the rising popularity of Japandi, the minimalist interior style combining mid-century Scandinavian aesthetic and Japanese minimalism, Zara Home launched a Japandi-inspired Spring ‘21 line.

Luxury

Tech

CPG

Restaurant

Cultural Convergence

Consumer

FUTURE PREDICTIONS: HOW GLOBAL CULTURE WILL CONTINUE TO SHAPE THE WAY WE LIVE

Language

Hygge. Hallyu. Umami. As culture becomes more ubiquitous, expect new hybrid slang, infusing global words into everyday conversations.

Time Spent

As consumption shifts internationally, expect audiences to spend more time consuming content not from their country of origin.

Innovation

As technology advances, expect more rapid innovation from an increasingly diverse set of talent and sources.

Thank You

FOR MORE INFORMATION, PLEASE REACH OUT:

SVP, Client Strategy Gina.Reduto@nbcuni.com

Gina Reduto

Hover over each topic to learn more

How the Internet is Creating a Unique Global Culture

And we would be remiss to forget

Cristiano Ronaldo

coming in at the #1 spot with

of Europe

412M

Followers

However, since the fall of the Berlin Wall, Asia has slowly emerged as a counterbalancing force, creating a unique, diverse and complex global culture.

The something is a unique shared global culture, created organically by technology, younger consumers, and a shared desire for connection.

As Evidenced by the Diversity of Today's Top Influencers:

Click for source

Source: Visual Capitalist

Click for source

Sources: Consensus average across Dentsu, Zenith, SMI, Magna, eMarketer; Consumer Sources: 1) NBCU, Magna Media Trials, Identity; Deconstructing Diversity Today, 2021 2) NBCU Trend Report, Brand Central Insights, December 2021 3) Parrot Analytics, Demand360, 2022 recent titles based on 1/1/21-3/15/22 vs. same time year prior.

THE RISE OF

Global Culture

The World is Changing

While globalization has been a part of the global economy for years, something wholly new is developing. A unique, shared global culture, driven organically by technology, age and the need to connect around the world to create something new the world has never seen before.

Post WWII, the Western World saw an explosion of culture exports around the world to fight the encroachment of the USSR. As global power has shifted, Asia has risen as it’s a counterbalancing force, creating a unique, diverse and complex global culture.

Western Influence

Eastern Influence

1930s

1940s

1950s

1960s

1970s

1980s

1990s

2000s

2010s

2020s

Marlene Dietrch

American Jazz

Allied Victory in WWII

Winston Churchill

Rock & Roll

British Invasion

James Bond

ABBA

Glam Rock

Madonna

E.T.

Michael Jackson

Spice Girls

Beyonce

Gateway 2000

Apple iPhone

The Great Wall

Bruce Lee

Hari Krishna

Berlin Wall

Geisha Influence

Crouching Tiger, Hidden Dragon

Mainstream Bollywood

Harijuku

Gagnam Style

Parasite

Squid Game

BTS

How Many of Today's Top Influencers Can You Name?

50M

100M

150M

200M

250M

300M

350M

400M

450M

North America

Europe

Asia

Australia

Africa

South America

Click Each Photo for Details

Hover to Filter by Country

Mohamed Salah

49M Followers Africa

Chris Hemsworth

54M Followers Australia

Whindersson Nunes

58M Followers South America

Camila Cabello

60M Followers North America

Maluma

61M Followers South America

BTS

61M Followers Asia

Canal KondZilla

66M Followers South America

Narendra Modi

66M Followers Asia

Emma Watson

66M Followers Europe

Shawn Mendes

67M Followers North America

Shraddha Kapoor

70M Followers Asia

Blackpink

72M Followers Asia

Lalisa Manobal

75M Followers Asia

Rihanna

103M Followers North America

Vin Diesel

108M Followers North America

Katy Perry

109M Followers North America

Yang Mi

110M Followers Asia

PewDiePie

111M Followers Europe

Justin Bieber

114M Followers North America

Shakira

114M Followers South America

He Jiong

121M Followers Asia

Xie Na

129M Followers Asia

Barack Obama

130M Followers North America

Charli D'Amelio

138M Followers North America

Kevin Hart

138M Followers North America

Neymar

171M Followers South America

Virat Kohli

185M Followers Asia

Taylor Swift

202M Followers North America

Beyonce

243M Followers North America

Selena Gomez

303M Followers North America

Dwayne "The Rock" Johnson

303M Followers North America

Lionel Messi

311M Followers South America

Kylie Jenner

318M Followers North America

Cristiano Ronaldo

412M Followers Europe

Perception of Globalization Varies But Overall Positive

PERSPECTIVES: GLOBALIZATION IS A FORCE FOR GOOD

2 in 3 of those with household income of $75,000 or more think it has a good impact, compared with only 53% of those with income below $30,000

10%

20%

30%

40%

50%

60%

70%

80%

90%

Vietnam

Philippines

India

Thailand

Malaysia

Indonesia

Singapore

UAE

Denmark

Sweden

Hong Kong

Germany

Australia

United Kingdom

Norway

United States

Finland

While nationalist movements have grown in recent years, many framing themselves in opposition to globalization...

...young people retain a highly positive view of globalization & culture, which will likely inform the future

76%

78%

93%

of Millennials and Gen Z watch foreign language TV Shows, compared to 56% of Baby Boomers

of people under 30 believe global trade has a positive impact on the US

of people show a strong desire to connect with cultures other than thier own

The Rise of Gobal Culture

Four Trends that willl Hold True in 2022

01.

The Rise of Global Influencers

02.

Full Ad Integrations in True "Global" Campaigns

03.

More Domestic Consumption of Global Content

04.

Older Audiences Will Boost Adoption

01.

The Rise of Global Influencers

In share of influence, the top stars have a global footprint of followers. Marketing Implications Global influencers, used locally

02.

Full Ad Integrations in True "Global" Campaigns

Expect more brands to go global, deploying similar creative worldwide at the same time.

Marketing Implications Unique campaigns executed globally

03.

More Domestic Consumption of Global Content

People try global content but expect global content to become a larger share of minutes spent.

Marketing Implications Bigger talent pool to partner with

While Gen Z is fueling growth of global culture, expect older audiences to trial aspects of global consumption.

Older Audiences Will Boost Adoption

04.

Marketing Implications Globally ubiquitous, more frequent trends

What Does a More Ubiquitous Gobal Culture Mean for Different Industries?

BRAND IMPLICATIONS:

Luxury

VP CLIENT STRATEGY - LUXURY

Megan Ryan

BRANDS LEANING IN

Dior became the most recent brand to announce a partnership with K-Pop powerhouse, Blackpink, creating a global campaign with star Jisoo.

Julia Marino rode a Prada snowboard in this year’s Beijing Olympics, generating nearly $10M in brand value for the fashion house.

Iconic duo James Bond & Aston Martin launched a single tv spot globally ahead of last year’s Not Time to Die film launch.

Tech

"In many ways, tech will be the catalyst for a more global cultural shift. Tech companies continue to set their sights on the metaverse, and with that, an inevitable blurring of geographic lines. Brands like Fortnite and Roblox are partnering with global fashion brands to help outfit the avatars in their games. While global themes should inform marketing strategy, in a time when consumer sentiment for many companies trends negative, brands must tap into local concerns to nuance messaging and ultimately drive more positive brand perception."

VP CLIENT STRATEGY - TECH

Dominique Folacci

BRANDS LEANING IN

To celebrate Chinese New Year and promote the launch of a new iPhone, Apple partnered with Chinese director Peter Chan to create a short film.

Spotify launched a Global Cultures Initiative to boost regional artists from around the world.

Samsung created the “Better Tech for All” campaign that showcases tech innovations from all different corners of the globe.

CPG

"The role CPG products play in our daily routines creates a natural point of connection across geographies. The shared experience of the pandemic has only further united us on a human level and opened our eyes to how we can relate to each other. Beauty is an example of an industry that has always been grounded in community. Time and again we’ve seen local beauty practices catch fire and transform into global beauty products and rituals. Local cultural tastes and preferences will always exist, but I believe the consumer desire for discovery and inspiration will continue to grow across geographies."

VP CLIENT STRATEGY - CPG

Caitlin Collins

BRANDS LEANING IN

L’Oréal Paris named French model & activist, Cindy Bruna, as international spokesperson, elevatting the conversation around domestic violence & inclusion in the fashion industry.

Ben & Jerry’s ended its sales in Israeli-occupied territories, citing its values and plunging the brand into one of the most contentious discussions on the international stage.

Dove recently launched: “My beauty, my say” campaign globally, featuring testimonials, social media and a short film aimed at improving self-esteem.

Restau -rant

"Food has always been considered a gateway to other cultures. We expect brands to continue to experiment with more diverse menu items to drive differentiation. We’ve seen some really interesting partnerships with diverse musicians both at home and abroad (BTS, Saweetie, etc.). Restaurants will continue to take a more global approach to marketing and capitalize on key trends that span borders. It’s really all about balance; leaning into global cultural moments while also catering to local tastes and preferences."

VP CLIENT STRATEGY - RESTAURANT

Adam Daniele

BRANDS LEANING IN

“Taco Bell has launched their first global marketing campaign and will be giving out free tacos on May 4 to celebrate a “new lunar phase” that they’re calling the “Taco Moon.”

McDonald's has decided to temporarily close all 847 restaurants in Russia and pause all operations in the market.

“Sonic Drive-In is planning its first international expansion, the chain’s president said during a presentation during the National Retail Federation’s virtual trade show this week.”

Consu-mer

"What’s most exciting about global culture is that it fosters greater education and acceptance of cultural diversity, further paving the way for people to have the freedom to feel and identify as their true selves. We know that consumers from all backgrounds seek out content which helps them explore their personal identity and understand others, because most people want to expand their minds and contribute to the greater good. Cultural representation in media and advertising impacts people’s perception and habits, and consumers are adamant about their expectations for brands to play a part in culture."

VP, INSIGHTS & RESEARCH, CULTURAL INTELLIGENCE

Dana Sparber

BRANDS LEANING IN

Consumers are 2x more likely to be open to brand messaging when they think brands do a good job of connecting them to their identity.

Duolingo reported a 40% increase in users beginning Korean lessons following the Squidgame’s launch.

The popularity of foreign content in the US has increased 5x year over year, based on the demand ranking of current # of foreign titles within the top 100 titles released in the past year.

Cultural Conver-gence

"Our cultural diets are more fluid than ever, driven by advanced digital connection, shared passions and international communities. Brands are becoming attune to how people’s real-time cultural consumption drives our expectations for seamless integrations into our ecosystems. Its no longer out of place to see K-Pop get its own category at the VMAs or for Nike to use London grime rapper, Skepta in a global campaign. These cultural cross-overs are borderless, contagious across platforms, and are the driving force for our converging global culture."

VP CLIENT STRATEGY - GLOBAL

Lindsay Orosco

BRANDS LEANING IN

After starring in the global hit Squid Games, South Korean model/actress Jung Ho-Yeon was chosen as Louis Vuitton’s global house ambassador for fashion, watches and jewelry.

“Nike's ‘Nike by You’ co-creation platform is able to deliver customized products that align with different cultural preferences and styles.”

Luxury

Tech

CPG

Restaurant

Cultural Convergence

Consumer

CONCLUSION: FUTURE PREDICTIONS

Language

Hygge. Hallyu. Umami. As culture becomes more ubiquitous, expect new hybrid slang, infusing global words into everyday conversations.

Time Spent

As consumption shifts internationally, expect audiences to spend more time consuming content not from their country of origin.

Technology

As the ability to create and share culture becomes democratized [i.e., available internet, Metaverse], expect greater diversity influencing global culture.

Thank You

FOR MORE INFORMATION, PLEASE REACH OUT:

SVP, Client Strategy Gina.Reduto@nbcuni.com

Gina Reduto

Hover over eatch topic to learn more