Trends & Brands: Globalisation
Written by Merle Veurman (13-09-2016)
The world is interacting more and more with each other. Different cultures are mixing and companies are moving all over the world. For many people the definition of globalisation might be business related but I think it is bigger than that; it is not only companies that go global, it is also people. When we look at students studying abroad for example there is an annual increase of 12% (Unesco 2009). The same study states that since 2000 there is 75% increase in numbers of students studying abroad. The same goes for people immigrating to foreign countries. Immigration is on an all time high. Most of these immigrants move for family or labour reasons or in more simple words: People move abroad for love or work. This shows ones again that globalisation is happening and a big trend from a professional but also a personal perspective. In this article we focus on people going abroad rather than companies.
Globalisation is a trend because it changes norms and has lasting consequences. The older generation often has more difficulty with participating in the globalizing world. When we look at the EU referendum in Great Britain (brexit), which I think is an incredible example of the reaction globalisation caused in the world, we see that the younger generation mostly voted remain (figure 1). This shows that the younger generation is more open to a globalising world where as the older people are more often nationalistic. They think the European Union is a bad thing because their country can do it better than any other in the world. Where as the younger generation sees that on an economic and political level a union like the European Union has it perks, for example, it’s an easier way of transporting of goods, it makes it easier to traveling and there’s more protection in times of war. Because the younger generation sees these good things in globalisation it sees its good consequences and even though they might be brought up nationalistic most do change their norms. Like you can see during the brexit a lot younger people seem to have indeed changed there norm (voted remain) and they’ll probably bring up the next generation on these norms, which will result in lasting consequences.
Globalisation is a mega trend. This is because globalisation is happening on a social level. Globalisation affects anyone. From buying a product in a supermarket (which most likely is from a foreign country) to sitting in the train next to someone who might not be from the same origin as you are. Still we, as people, are still able to choose how important we make globalisation in our lives and to what extent we participate in the globalising world. Globalisation is related to developments in politics, culture, technology and economics. Take for example technology. Because of the developments in technology it has become easier to stay in touch with friends and family in another country through Skype, social media and so on. Besides that technology also made traveling simpler. About 200 years ago it would have cost you months even years to travel from Europe to Asia by horse and carriage where as now it will only cost you about six hours. This helps make globalisation less time consuming, less expensive and thus more approachable for the general public. Globalisation as a mega trend results in meso trends like working in an adaptable space and in micro trends like for example laptops so you can indeed do your work wherever you are in the world.
Let’s look at the trend life cycle. Globalisation is (as seen before) still in a growing curve. There are still more people going abroad then ever before. Because the general public has picked it up, and are still picking up this trend, this means that we are at the part of the trend life cycle called the followers. According to Prof Lynda Gratton in the near future, at least five billion people around the world will use some sort of mobile device to access knowledge, download information and teach and coach each other. Take for example a YouTube video in which a YouTuber explains how to use a Photoshop tool. This is a part of globalisation as well. Globalisation is all around you. What I wonder is how do you feel about the whole globalisation issue. Do you feel like your part of the younger generation who is open to every culture and sees only the postitive sides of globalistation (what are they?) or do you keep you distance? If you can’t only see the positive sides what do you think are the are the dangers of globalisation? Should we protect our countries or should we just get rid of all the borders?
BBC. Coughlan. S. Record numbers of international students (11 March 2011). Retrieved 12 September 2016 from: http://www.bbc.co.uk/news/business-12671198
BBC. Gratton, L. The globalisation of work – and people (7 September 2012). Retrieved 12 September 2016 from: http://www.bbc.com/news/business-19476254
BBC. Kelly, J. Brexit: How much of a generation gap is there? (24 June 2016). Retrieved 12 September 2016 from: http://www.bbc.co.uk/news/magazine-36619342 (figure 1)
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