For the pop-culture savvy among us, the title of this piece should hit like a Regina George quote straight out of Mean Girls. Every time I hear the word “glocal,” I wince, as if I just overheard someone using “fetch” as if it were an actual thing. We in the strategy world are often guilty of overindulging in acronyms and jargon. It’s as if every meeting is a bingo game of “MECEs,” “EOPs,” and a deluge of “pipelines,” “strategic bandwidth,” and “drill downs.” But the absolute worst offender? “Glocal“—a lazy, uninspired mashup of “global” and “local,” cobbled together to suggest that the two can effortlessly coexist.
Let’s be real: “glocal” has been lurking around since the 1980s, but in my opinion, it should have stayed in that era. Yet, here we are, in 2024, and the term continues to worm its way into every strategy conversation. As markets polarize, cancel culture escalates, and technology enables brands to operate globally, “glocal” has become the go-to buzzword—a one-size-fits-all solution to every strategic problem. But its very vagueness is its downfall. It’s a term that dilutes clarity and muddies the waters of strategic decision-making, leading to missteps and missed opportunities.
I’ve sat in countless meetings where “glocal” is slapped onto everything from global campaigns being awkwardly translated into local languages, to regional product variations that only superficially cater to local tastes. It’s used to justify local pop-culture partnerships and store designs that are supposedly “inspired” by local culture but often miss the mark. The problem? By lumping these diverse strategies under one ambiguous term, we risk oversimplifying the intricate process of genuinely understanding and addressing local markets. This linguistic shortcut is a disservice to the nuanced, deliberate efforts required to resonate with local consumers while maintaining a coherent global brand identity—an essential balancing act for any brand with global ambitions.
So, let’s get down to it —what do we really mean when we say “glocal“? And more importantly, how can brands authentically navigate local nuances without losing sight of their global values? The answer lies not in empty buzzwords but in actionable strategies that reflect a deep, genuine understanding of both global and local dynamics. Here are the three elements I believe are essential for making central strategies relevant and impactful at the local level.
Flexible Frameworks
First up: flexible frameworks. The key here is to clearly distinguish between consumer needs and trends that resonate globally versus those that are locally specific. This approach allows brands to identify which elements — like core brand values—should be activated at a central level, and which—like marketing tactics or product customizations—should be tailored to regional tastes. This dual approach is the sweet spot where global consistency meets local relevance. By striking this balance, brands can ensure their strategies remain both authentic and adaptable, never losing sight of the bigger picture.
Local Insight
Let’s talk about local insight. Sir John Hegarty, the founder of BBH, once pointed out that global campaigns often fall flat because they fail to connect on a cultural level. They “glide past people” rather than engaging with them. To avoid this, brands need to dive deep into the local psyche, drawing insights from two crucial sources: local customers and local teams.
Engaging with local customers and communities isn’t just a checkbox exercise—it’s the difference between being seen as an outsider versus being embraced as a part of the cultural fabric. This engagement goes beyond focus groups; it’s about understanding the deeper, often unspoken, nuances that drive local behavior. It’s what makes consumers feel truly understood, valued, and loyal to a brand.
Involving local teams is equally critical. Too often, regional teams are sidelined in strategic planning, leading to frustration and a disjointed brand experience. By including local experts from the outset, brands can harness their on-the-ground knowledge to refine strategies early enough to make a real impact.
As an example – a global drink brand I recently worked with launched an initiative focussed on local ingredient sourcing and tied this directly to sustainability benefits assuming this was the motivating factor for most customers to shop local. However, consumers in the middle east saw the primary benefit of local ingredient sourcing as being more trustworthy when it came to halal claims – whilst the need for locally sourced ingredients was global, the nuance of why it was important was missed for those markets in the Middle East. A quick consultation with local teams or customers would have uncovered this crucial nuance, allowing the brand to tailor its messaging for greater local impact.
Clear Communication
Finally, let’s ditch the jargon and embrace clear communication. Businesses need to spell out exactly what they mean. Instead of defaulting to “glocal,” be precise: “customized products to reflect local taste preferences,” or “local influencer partnerships driven by deep insights into community dynamics.” This level of specificity doesn’t just enhance understanding; it ensures alignment across global and local teams, allowing strategies to be executed with the clarity and precision needed to truly resonate.
In Conclusion—Let’s End This ‘Glocal’ Madness
So, here’s my plea. Let’s stop using “glocal” in strategic discussions. It’s a lazy oversimplification of a complex, nuanced process—one that’s vital for any global brand aiming to maintain relevance across diverse markets. The real challenge lies not in adopting buzzwords, but in developing flexible frameworks, leveraging genuine local insights, and communicating with crystal-clear precision. By doing so, brands can authentically connect on a local level while maintaining a strong, consistent global presence. Those that embrace these principles will be the ones who thrive in today’s fragmented, fast-moving world. Let’s leave “glocal” where it belongs—in the dustbin of outdated jargon.
With Foresight Factory, you don’t need to stress over balancing global and local strategies. We deliver comprehensive data, frameworks and insights that seamlessly integrate both perspectives, providing you with the nuanced understanding you need at every category level. From global trends to local specifics, we offer tailored advice and methodologies that ensures your strategies are both globally informed and locally relevant.
