How a Local Sensibility Can Draw International Respect

Six examples of organic growth

If your antlers have been attuned, you would have noticed that globalisation has been fraying at the edges since before Covid. Tariff scandals aside, the scaffolding of 90s hyper consumerism is coming down. I’ve mentioned this swing from global to local in my workshops, “A Thoughtful Approach to Wholesale” and “Radical Refinement”, putting it down to:

> Fatigue of vanilla-aesthetic: social media algorithms have made it impossible to pin a person, city or company to any specific place on earth.

> “Dead Internet”: has made people feel empty and seeking off-line purpose and connection.

> A rising interest in preserving artisanal and native skills.

> Climate anxiety: increased awareness of fragile local ecosystems.

> Economic slowdown.

The good news is that these trends present international business opportunities for independent brands willing to connect with their local environments.

I can already hear the hesitation: “This wouldn’t work where my brand is based,” or “No folklore, thank you.” But set these judgments aside for a moment and consider how below companies have gained global respect by embedding local narratives into their work in an earnest and permanent way.

The following six examples, and strategic takeaways for you to practice, are just a fraction of the vastly inspiring possibilites which are out there.