The reflections are based on his own youth culture research, which has demonstrated how the signs and symbols that are applied globally to signal identity and attitude actually do NOT convey the same meaning all over the world. Instead they are exemplifying the so called ‘glocalisation’ – i.e. a mix of glocal and local values.
Dannie concludes that this could also be the case with consumer culture in general, and maybe we ought to stop talking about ‘global consumer segments’?
His essay relates to the book chapter ‘Cultural change as glocalisation’ in:
Consumer Behaviour - A European Perspective, Michael R Solomon, Søren Askegaard, Margaret K Hogg, Gary J Bamossy. Pearson, UK 2019.
Read the essay here.