This phrase resonated in me:
“What you want to cook and eat is an accumulation, a function of your experiences — the people you’ve befriended, what you’ve learned, where you’ve gone. There may be inbound elements from other cultures, but you’ll always eat things that mean something to you.”
For someone who has lived in many places, food is the one constant that brings me back to those memories. As the world becomes smaller with information sharing, news from all over the world displayed in the internet, globalization has lost its powerful rationale. I don’t really care if the soda pop I am drinking is from Coke or from Ambev (Brazil). Why? Because, the product is being bottled locally so I’m no longer getting an american product. The same goes for drugs. If you live outside of the US and you consume a drug coming from Pfizer or Abott Labs, its actually fabricated in Mexico or in Colombia.
If you extrapolate beyond food to consumption in general, the message that is more relevant today is the localized, personalized message. We are all global citizens by default, and if your earning power is strong, then you may consume every possible commodity. However, we will still choose to consume the things that mean something to us, individually. And that inevitably, is where personalized marketing should be granulated…where you were born and where you lived has a lot to do with whether or not you will buy or not buy.