The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace

Multinational firms perceive the young adult cohort in emerging markets as a relatively homogeneous segment that welcomes global brands and facilitates the entrance of these brands into emerging markets. Research suggests, however, that young adults are a more heterogeneous cohort in which individuals develop a glocal cultural identity that reflects their beliefs about both global phenomena and local culture. Our goal is to evaluate the glocal cultural identity of the young adult cohort based on three global–local identity beliefs (belief in global citizenship through global brands, nationalism, and consumer ethnocentrism) in the emerging markets of Russia (Studies 1 and 2) and Brazil (Study 2). We further assess the consumption practices of the glocal cultural identity segments in relation to global and local brands. Results across the two studies indicate three distinct segments, two of which, the Glocally-engaged and the Nationally-engaged, are consistent across countries. A third idiosyncratic segment emerged in each country, the Unengaged in Russia and the Globally-engaged in Brazil. The most viable segments for multinational firms are the Globally-engaged and the Glocally-engaged; these segments have an identity that is grounded in both global and local cultures and respond favorably to both global and local brands. Nationally-engaged consumers have a more localized identity; they are a more challenging target for firms offering only global brands. The Unengaged segment has weak global–local identity beliefs and low involvement with both global and local consumption practices.

► We identify glocal segments of young adult consumers in Russia and Brazil.
► Three beliefs are used for segmentation: GCGB, CET, and nationalism.
► We assess differences on global and local brand involvement, signals, purchases.
► The Globally-engaged and Glocally-engaged respond to brands at both levels.
► The Nationally-engaged respond to local brands stronger than the Unengaged.