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Public Engagement in Experiential Futures

Global going local

Increased global connectedness is generating opposition in the form of localisation, as people try to assert their own identity. Forced to think about how to run global businesses that are also localised, global retailers (e.g. Uniqlo, Lululemon and Nike) are activating communities through local engagement strategies like the creation of local hubs and cultural programming, “superhero” ambassadors, and neighbourhood run clubs. These strategies shift from traditional merchandise standardization to embracing decentralized leadership, and recognizing the need to be good at understanding other cultures, while still being mindful of protecting brand equity and economies of scale.

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