The age when brands assumed that trends began on the American coasts and then spread to the rest of the world has given way to a more diversified and equalized exchange of ideas. Customers, the study found, are more likely to trust brands willing to embrace that expanse of influences.
“What we’re seeing is successful global brands looking everywhere for where culture is being created and moving, and then exporting that to other markets,” Turnbull said. “Every brand and consumer is craving the same thing: authenticity.”
