find it important to protect and cherish their local roots
TREND 05
Grounded globalisation
As travel and technology allow us to become more globally connected, we’re also experiencing a powerful drive to celebrate and preserve our unique local roots. This renewed appreciation for our heritage reflects a growing desire to explore the world while remaining connected to our origins and community ties. With 73% of people worldwide expressing the importance of honouring their local roots, this sentiment highlights a need for identity and belonging in a growing global context.
For many, local culture offers an anchor, providing people a sense of identity and stability, especially as cultural boundaries are increasingly blurring. The exposure to diverse perspectives has broadened people’s horizons but also emphasises the value of distinct cultural markers such as language, cuisine, festivals, and local art that bring depth and meaning to their everyday lives. This has fueled the growing desire for people to engage with the world on their terms.
“One tradition that I truly cherish is having a strong family life. I’ve heard that in some countries, when parents grow old, they are placed in elderly care homes. But here in the Philippines, we have the tradition of extended families, where the grandparents, parents, and children all live together under one roof. It’s part of our culture that when our parents grow old, we take care of them. I’m really proud of that.”
Female, Gen Z, SG
CASE
Microsoft - ADLaM, an alphabet to preserve a culture
Africa - Technology
Working to preserve and modernise Pulaar, the language of the Fulani – West and Central Africa’s largest nomadic groups – Microsoft created a digital version of its ADLaM script. Rolled out across Microsoft 365 and accessible on over a billion devices, this initiative has turned a language at risk of extinction into one that’s globally available and thriving in the digital age.
CASE
Kinyan Lam - I was once a tree
China - Fashion & Luxury
This fashion designer’s SS25 collection explores the traditional embroidery and natural dyes of the Dong people in Guizhou. It’s an effort to create newness out of tradition – adding value to fashion through honouring traditional practice.
CASE
Marmite - Smugglers
UK/US - Food
With an estimated 700,000 British expats in the U.S. missing their beloved Marmite, the brand launched a playful campaign inviting “Marmite smugglers” to sneak the iconic spread across the Atlantic. Fans are encouraged to share the taste of home by delivering Marmite to friends and family, ensuring those who crave it most stay connected to their roots.
CASE
Nike - N7 Collection
US - Fashion
Nike’s N7 Collection draws inspiration from Native American and Indigenous art, with a portion of the profits supporting Indigenous communities. Through this initiative, the global brand honours the traditions and values of Native cultures, while also giving back to these communities.
“I value staying connected to my roots and traditions, which make up the other 30 percent. For instance, I love celebrating Lunar New Year and the Mid-Autumn Festival. While I enjoy these traditions, I don’t feel they define my identity as strongly as the music I listen to. Artists like Seventeen and Taylor Swift resonate more deeply with who I am, but my culture still plays an essential role in shaping my identity.”
Female, Gen Z, SG
Brand takeaway
What does this mean for brands?
Brands must carefully navigate the balance of global and local identities. As consumers seek authenticity and a genuine connection to their roots, a one-size-fits-all message will no longer suffice.
Brands need to celebrate local culture while embracing global perspectives to resonate. This involves showcasing diverse stories, honouring unique traditions and fostering community ties. By engaging in meaningful dialogue and supporting local initiatives, brands can position themselves as partners in preserving cultural heritage while celebrating global connections.