“Where will the new wave of global brands come from?” Not the USA, according to an article from www.marketingweb.co.za. “Apparently, America and its brands are no longer seen as ‘cool’ and desirable.”
The source for this fact?
A Seattle-based polling group that “found that 20% of Europeans and Canadians in the sample said their anger over US foreign policy deterred them from buying American products.”
Not much of a surprise there.
I grew up in the two thirds world and am an immigrant to the USA so I don’t have the anti-American bias that seems to mark a percentage of native born citizens…and about 20% of Canadians and Europeans. And, if you read the article, you’ll notice the disclaimer that when it comes to American appeal globally, nothing has changed. At least, not yet. The magazine may, in fact, be reporting on what it hopes will happen rather than on what is actually happening.
Nevertheless, there is truth here we should recognize. No doubt that American products are desired around the world. Nothing wrong with that.
But there is a growing awareness that we live on a small and diverse planet. Sophistication in our small world is becoming synonomous with enjoying a global feel enough to pour into one’s cup african coffees, thai iced tea, brazilian Guarana, or Boba.
Certainly even American companies, with all their marketing savvy, will soon begin to present a non-western feel [or even source of origins] to some of their products, if they aren’t already.
This is a good thing.
A secular pentecost.
This shift is an opportunity for Christ following leaders. Here are some things to remember for Christ following leaders located in the west:
- The gospel was born in the east, not the west, and belongs not only to America but to the whole world.
- Christ is a nonwestern savior.
- We should be at least as in touch with the non-western origins of the Christ following movement as we are aware of our western context for mission.
- We must be as alert to the emerging globally diverse western context of our mission.
- We can engage emerging world cultures with our double identity: universal/global AND ALSO particular/local.
If “made in America” becomes less attractive, where will the new global brands come from? Nike and Coke must answer this question. The Christ following movement has since conception been global. Let’s let this dormant aspect awake in our midst.
What do you think?
into the mystic…
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