AxisGroup International Inc.

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Need and Want

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Culture and Products



The globalisation of manufacturing has been accompanied
by the inevitable opposite trend: a renaissance in local
language and cultural awareness.

As political barriers to trade are removed, cultural barriers are
often put in their place. The new states of the former Soviet Union
have used their freedom to celebrate cultural differences
and enforce them, at times with arms.

Even within relatively homogeneous cultures, attempts to
differentiate by sub-groupings around specialised language,
mode of dress and cultural values are common.

Consumer goods act as social identifiers in subtle ways.
Similar apparel may be adopted by two distinct groups, but
employed in such a way as to distinguish one from the other.
Surfers and Sloane Rangers consume the same goods to
different ends. North American teenagers wear the same
brand of blue jeans as their parents, but in larger sizes,
for a dramatic baggy look.

Manufacturers hoping to thrive in the new world environment
must be 'culturally literate' in their chosen marketplace.
Few trends are without local variations, and the cost of
ignoring them can be high.

 

© 1993- 1995 Alexander Manu ©1995 Danish Design Centre "ToolToys - Tools with an Element of Play "
The author grants permission to make a digital or hard copy of part or all of this work for personal use provided that copies are not made or distributed for profit. The copyright notice and the title of the publication must appear on all printed copies.