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Are American brands homogenizing the world?


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Are American brands homogenizing the world?

I think the US is a bit of an easy target here. Afterall, if we don't want McDonald's and Starbucks in our country than why do we go to them? As long as we patronize these brands, they will continue to grow and their bland approach to service or product will continue to waterdown our own cultures.

Ineke Boost, Marketing Coordinator - June 3, 2002

The power of American companies make their brands and, in reality, American values and culture present throughout the world. Yes, there are European and Asian companies out there too, but they are a handful. For non-Americans, this can be a little bit disturbing. However, you can also see backlashes. Local cultures will never disappear, but they will change as a result of this overpowering presence. Is this good or bad? It really depends on what local cultures choose to copy. Unfortunately, in the some cases, it is not the best that America has to offer.

Anonymous - June 3, 2002

The battle has already been lost...it's just a question of how much local culture can be retained. The argument that brands are "not imposed" ignores that fact that people are shortsighted and unable to foresee the effects that their consumer choices will have on the surrounding culture, and thus slowly erode their own culture because they want something cheaper (Walmart) or faster (McDonalds) or easier to digest (Hollywood movies) than the often superior local alternatives. Given the dramatic choice between a homogenized world that offers some conveniences and guilty pleasures at a modest cost savings and a world that retains diversity and character, no doubt people would choose the latter, but they lack the will and intelligence to make this choice at a micro-level on a daily basis. And so local cultures (those in the U.S. as well) are eroded one small step at a time, and then when it's too late people dumbly ask "How did this happen."

Michael Strassman, Market Development Manager, Time Inc. - June 3, 2002

If kids didn't like the taste of McDonalds in Russia, France, Beijing or wherever, those franchises would die. But...guess what...they DO like the taste. Just like millions of American kids do. So, McD has figured out how to get us to buy and buy and buy. Did you also know that some 15% of American have worked at McD some time in their lives? But...it's fattening! New workers at McD gain weight immediately. So...is tasting good good for you? Huh?

Richard Calderhead, Business Development - June 3, 2002

It’s an oversimplification to say that American brands are squeezing out cultural exchange and limiting consumer choice. In fact, successful brands adapt to the region in question, merging core marketing values and winning business methods with local tastes and customs.

A case in point is Walmart. Walk into a store in Laval, Quebec (my neck of the woods) and you’ll see vastly different merchandise than what you’ll find in a W store in St. Petersburg, Florida. What the two have in common is huge selection, low prices and bang-up customer service.

Also, it bears stating that some regions benefit, socially, from an injection of American values. Walmart is among the few retailers in Quebec that hire seniors and accommodate customers with disabilities.

Susan Hirshorn, Writer/Communication Consultant, I.D.S. Services - June 3, 2002

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