In times of uncertainty, people often make purchases that reaffirm their identity – yet many ‘global citizens’ championed local firms during the pandemic. Canvas8 spoke to Sharon Ng of Nanyang Technological University to understand the impact of global-local identities on shopping habits.
Prof. Sharon Ng is a professor and head of the marketing division at Nanyang Business School, Nanyang Technological University. She studies how social influences, culture, and identity affect the way consumers think and their consumption behaviour. She teaches Asian branding in post-graduate programs and consults firms on international marketing and branding issues, particularly in the Asian Market. She is the co-editor of the Handbook of Culture and Consumer Behavior published by Oxford Press in 2015 and publishes regularly in the top journals in the field. She is also frequently quoted in the media on branding and consumption issues.
Precious Osoba is a junior behavioural analyst at Canvas8. Fascinated by the hows and whys of people and culture, she has a background in social sciences and a degree in marketing. You can often find her in aesthetically pleasing restaurants writing articles for her Medium profile.
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?
The closure of non-essential retail due to COVID-19 saw shopping become a mostly digital affair for many Britons. Yet while the future of the high street may be in jeopardy, people remain eager to connect with brands. How can pop-up experiences fulfil this desire in the post-pandemic landscape?
Chinese consumers are known as the driving force behind the success of numerous European business sectors, but have been slow to show the same support to home-grown Chinese brands. However, as the quality improves so does trust, creating new opportunities for local brands.
People want to be inspired by captivating campaigns, and Burberry’s whimsical advert does just that, delivering awe and joy. Beyond that, the fashion house has announced its work with Marcus Rashford, showing how brands can execute both social responsibility and glossy campaigns in tandem.