In an attempt to gauge global citizens’ attitudes towards global brands, McCann Worldgroup revealed a worldwide survey of public sentiment – titled ‘The Truth About Global Brands’. The study reveals that of the 30,000 people in 29 countries surveyed, people in India are the most proud of their national identity (94 per cent), compared to an average of 85 per cent globally.
In addition, the research revealed that India has a strong culture of creativity and risk as it relates to its citizens’ hopes for the future; just over half (53 per cent) of those interviewed said it’s more important to be creative and take risks than to be pragmatic and work towards personal security.
“While people around the world are generally positive about global brands, there is a sticking point in that such brands can still be associated with a definition of ‘globalisation’ that describes a flattening of cultures,” said Prasoon Joshi, Chairman, McCann Worldgroup Asia Pacific and CEO, McCann Worldgroup, India. “The immense pride we Indians take in our national identity, combined with our strong culture of creativity and risk-taking, is very important indeed. These are the critical attributes and behaviors that will help us to progress and succeed in the rapidly changing global marketplace.”
“If more than four-fifths of the world’s population believes that global brands can make the world a better place – even more in India – then marketers have an important opportunity to earn their way into people’s lives in much deeper, more meaningful ways,” said Suzanne Powers, McCann’s Global Chief Strategy Officer. “But the specific ways they approach earning this privilege are critical in a world of massive transparency where everything local is global in a matter of clicks. As ‘The Truth About Global Brands’ study revealed, marketers today have to apply a globality approach that recognises the need to address local cultures with more reverence and nuance.”
“Reflecting the impact of technology as well as the rising strength of national movements, global marketing today is evolving into new patterns regarding surprising and complex global versus local consumer attitudes and behaviors,” she added. As uncovered in the new McCann Worldgroup consumer research on global brands, 68 per cent of people around the world believe with some concern that they have lost some of their country’s culture in recent years – and yet, as many as 85 per cent believe that global brands have the potential to make the world better.
People in India are also highly positive about the idea of a more connected world, with 95 per cent of those surveyed saying they feel positive about the idea of globalisation (when defined as a more culturally sensitive ‘globality’), compared to 88 per cent globally.
According to the survey, Indians see ‘globality’ as creating more jobs internationally for them personally and for future generations. Interestingly, people in India also rank at the top worldwide when it comes to some areas of family communications: they speak to their fathers an average of 32 times a month, the highest globally, and significantly ahead of Italians, who come in second at 20 times a month.