Across the United States, consumers’ preferences for local goods and businesses have been consistently on the rise — thanks, in part, to growing distrust around large global brands. Case in point: A.T. Kearney’s 2017 “Global Future Consumer Study” discovered that the number of consumers with little to no confidence in corporations rose from 36% in 2012 to 55% in 2017.
In response, global brands continue to make localization a key focus in their marketing efforts. The hope is that by tailoring their messages to smaller, more unique audiences, they can retain the loyalty and connection with local consumers that smaller chains have cultivated.