Global Village

'Global' is no longer about importing and exporting but the natural starting point for doing business. Similarly, ‘local’ is no longer about distance, but about the tribes emotionally closest to you.

Some of the fast-growing global tribes are illustrated in the ‘Global Village’.

Active Boomers: the 1950 and 1960 kids who are now I their prime, heading towards the end of their first careers. They are fit and wealthy, and are ready to explore the world. Retirement is their new beginning and they want to enjoy life to the full.

Assertive Women: As the primary decision – makers in 92% of food purchases, 84% of car purchases, women now drives the customer agenda and, increasingly, the business agenda too. They are more assertive and aesthetic, happy to multi-task, and not prepared to compromise.

Chinese Dreamers:  The world’s biggest and most diverse market is hungry for success. The 2008 Beijing Olympics symbolized the reawakening of an economy dragon, with 1.3 billion people emerging from years in the economic wilderness.

Deep Believers: From fundamental beliefs to spiritual enlightenment, faith has become more important in people generally, as well as reshaping the world’s politics and security. People increasingly seek an anchor to hang onto, values to live their life by.

Designer gay: Having sorted out their morality, businesses now recognize the pink dollar as a crucial and definable market to target – typically more aesthetic and discerning, wealthier, and fashionable, gays and lesbians and assertive their customers power.

Economic migrants: Attracted by the thought of a better life, many cities represent new ethnic mosaics, bringing new skills as well as their own cultural needs. In London, for example, Polish shops are on many high streets and advertisers develop Polish ads.

Green consumers: They want to do the right thing for themselves and for the world – to consume but in a way that is in sympathy with green issue – from organic food to global warming, local communities to human rights.

Growing South: With the majority of the world’s population, from Australia to Brazil, Borneo to South Africa, the southern hemisphere is the dark house of future growth. Africa leapfrogs technologies, southern Asia is the new design shop and South America grows faster.

Indian Entrepreneurs: Another huge, diverse market that is set to leapfrog china as the world’s most populous nation by 2050, with 1.75 billion people, India is more practical and technical in nature, often well- educated and highly entrepreneurial. They work hard, study hard and are already the backbone of academic and research organization around the world.

Intrepid Explorers: The world is the oyster of many more people, young and old, exploring it in high speed packages or spending a lifetime shifting continents. People are more transients and cultured, fusing many traditions and practices that they carry with them to other markets.

Living elders: The world’s population of over 60 years olds will triple in the next 20 years. More people than nay nation, they are increasingly wealthy and healthy, living longer and richer lives, with wisdom and time to contribute more and enjoy life to the full. However they are also needed more care and support, a business sector that will boom.

Luxury seekers: Gucci handbags, Porsche 911s and Burberry coats were the exclusive icons of the rich and glamorous. But now, despite the prices, everybody wants one, prepared to sacrifice essentials for the premium symbol of progress.

New Europeans: A new generation of central and Eastern Europeans know little of a previously divided world and have formed the most ambitious, entrepreneurial disciplined and hard- working business anywhere. They want a better life and are making it happen for themselves quickly.

Pyramid masses: Companies such as Baidu and Tata understood the opportunity as other blindly target the few wealthiest customers, they forget that a different proposition could be even more profitable in the huge mass markets of the low-paid and developing economies.

Serial Singles: The majority of all households are now single, be they young or old, or in between. By choice or circumstances, there are more single adults than ever changing the convention of the family units. They are relatively wealthier, with fewer to support and bigger spenders.

Talented youth: The young people who have grown up with facebook, google and play-stations. They live and think in a globally connected way, where unlimited knowledge is online and culture comes by satellite. They have high expectations and want rich experiences – speed, thrill and instant success.