Autenticidade

"The relentless rise of globalisation has seen our world, on and offline, become homogenised. Many local touchpoints from within our communities are disappearing. The local pub, the library, the sports club, the playing fields, these focal points and hubs for community involvement and interaction are being lost. 27 pubs close in the UK every single week.
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For every trend, there is a counter-trend and so with globalisation swings back localisation. The reaction to globalisation has been for people to become more protective of their communities and the signifiers of ‘local’. As 'local' becomes increasingly scarce, demand for 'local' increases. A more global, connected and homogenised experience of the world means people long to discover the original and unique again. A strong sense of place gives identity and meaning to people, and offers a sense of belonging.
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Inevitably, brands are changing their own habits and behaviours to reflect this desire. Today, many brands display a marked emphasis on provenance. Some leverage the cachet of being 'local', but many also challenge existing business models, and can become valued pillars of the community they serve."

Trecho retirado de "How brands use 'local' as a source of competitive advantage"