Globalization, integration, cooperation… All these words are suggesting the idea of unity; they represent all people of the world as one global community, one friendly family. It sounds very optimistic, however, in this global unity and happiness, there is one very disturbing thing. How can we be one family or one group of consumers if we are so different?
What is the global customer like?
At the international meeting of one global company, which brought together experts from different parts of the world, there was a discussion on the topic: “What is the global customer like?” They were trying to conclude what were the general characteristics of the average customer. No wonder, that the compromise was not found. Opinions of the representatives from the USA were not supported by their European colleagues. Moreover, they had devastating debates with the representatives from Asia. Undoubtedly, there is no single and right answer to the question of their debate, because nations can not be seen as one vast group of consumers, who have the same set of needs and desires. However, how can these experts realize this fact?
Each country is a new world, with its traditions, ways of life, and millions of personalities; personalities, who do not want to be one of the crowds, the “average consumer”, but want to be seen as people with their habits and own inner world. They are looking for ways to differentiate themselves, to stand out in the crowd, and have their sovereignty.
Overcrowded square… People are dancing and singing, celebrating together. For some time they become one large group with a similar feeling of holiday and fun. The feeling of joy unites them and helps them be more friendly and open-minded. However, when the holiday ends and it is time to leave home, they leave the square, alone or in small groups.
The flock of birds is coming after the cold winter together, in one noisy and joyful crowd, which reminds people about the beginning of spring. They are one flock, but every bird has its way, its piece of sky, its wings.
After the holiday, tired and in a good mood, people come back home to their families, own ways of life and own tomorrow. He or she is not one of the crowd, that filled the square yesterday – he or she is someone who has his way, own routine, own dreams.
Experts always try to find certain rules and laws in all spheres of life- starting from economics and ending with the development of the personality. They always make generalizations and summaries – they look for the average sample. No one wants to encounter the loss of sovereignty.
Even these experts have their plans, thoughts, and desires.
The world has become much more peaceful today. Nations do not want to have wars with their neighbors. The best tool for struggle with their enemies or opponents is compromises and negotiations. This is a positive tendency that will ensure the peaceful future of the world.
People will have much more understanding and loyalty to the representatives of other countries. Nowadays, a foreigner is perceived with interest about his or her traditions, with politeness and friendliness, not as a stranger who wants to break the usual routine of life.
So, we can be one family, but a family where each member is a personality and someone different from others. However, we can not be one huge group of grey consumers, whose dreams and thoughts can be generalized. The loss of sovereignty is possible if the creativity or bright personality will be lost. Until there are people who want to be different from others and who do not want to be average consumers- until that time traditions will not be forgotten and the world will be filled with different people with colorful dreams.