In a highly diverse world, we can still find profound commonalities in consumer needs — but in surprising places BCG ad
Global companies that try to find commonalities and drive synergies in marketing strategies around the world soon run into a conundrum: The global consumer marketplace is remarkably diverse. What motivates consumers to make their buying choices can differ sharply even among nations that are close neighbors or that share cultural roots.
Consider China and Indonesia. These are extremely different markets in terms of consumer mindsets, histories, and cultural roots. Yet our research found that the needs that motivate Chinese consumers to select certain snacks are strikingly similar to those in Indonesia. In both markets, snacking is an opportunity for social connection. In the US, by contrast, snacking is an individual moment of indulgence.