By Aparna Bharadwaj, managing director and partner, BCG, and Lauren Taylor, managing director and partner, BCG
However, new research by Boston Consulting Group indicates that building global marketing campaigns around generic archetypes could be unwise. A survey of 15,000 consumers of different ages and income segments in China, Japan, Australia, France, Germany, and the US found that consumer attitudes, needs, and behaviors remain highly localized.
Consumers in Western nations, meanwhile, exhibited far greater individualism. When asked to rank their most important attitudes, those in Australia, France, Germany, and the US agreed strongly with the assertion that it is "important to be an individual." This statement resonated less in Japan and failed to make the top 10 attitudes in China. Western markets also exhibited significant differences.
The study did find some striking attitudinal similarities among countries. There was strong alignment between US and Australian consumers on many sentiments, such as the high priority placed on being among "small groups of close friends" and the degree to which they agree on the benefits of technology and their level of optimism about the future.
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