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Leaflet GlocalitiesDownload our leaflet “Resonate with consumer values and boost your business” and see what Glocalities can do for you. 


In the last 20 years the number of people who are living in extreme poverty has more than halved, one of the greatest achievements in recent human history. However, most people think the opposite is true: 87% of people from 24 countries surveyed think that extreme poverty has either increased or stayed the same.

There are ample opportunities for the United Nations, governments, NGOs and engaged companies to involve these frontrunners in the realization of the Global Goals set for 2030 and accelerate the pace of positive change.

ING Report: Bridging the Empowerment Divide

More than a third (37%) of Europeans are optimistic about their future standard of living over the next five years. But over a fifth (23%) are pessimistic, leaving a net optimism balance of only 14%. 

Martijn Lampert, Research Director Glocalities at Motivaction: "The study shows a clear picture of inequalities in Europe. We identified a significant group of Europeans that feel isolated in the economic and social domain. People who don't have clear financial, professional or personal goals are overrepresented among the lower income classes, the lower educated and older people. Especially this group is pessimistic about the future, feels discouraged and focuses on the here and now. There is a strong divide in Europe with respect to competences and goal setting. Europeans who actively take control and set goals for themselves are better able to keep up with the complexities of modern life and ensure a better future than people who don't."

On the eve of the 2016 Davos conference in Switzerland where leaders gather to improve the state of the world, Motivaction International presents a deep-dive analysis of the values, opinions and behaviors of 2,315 people with incomes in the top 5% from around the globe. The analysis is based on an extensive values survey among 48,041 people from 20 key economies.

The affluent share a success mindset and enjoy spending, put more trust in the free market system and have less trust in religion and trade unions. The report is unique in describing a strong divide within the rich subsegment of the population between the Social Rich and the Self-Oriented Rich. The Social Rich plea for smaller income differences, have less trust in banks and multinationals and say banks should invest in sustainability. The Self-Oriented Rich are critical about more income equality, trust banks and multinationals more than the Social Rich and are more fatalistic and materialistic in their outlook on life. The Self-Oriented Rich live in a ‘’Rich bubble’’, whereas the Social Rich who are more empathic and connected to what is happening in the outside world. Mark Zuckerberg, who is an influential icon for many people from the Self-Oriented Rich segment, sets an interesting ‘’crossover’’ example between both rich subsegments by launching the Chan-Zuckerberg Initiative.

Flash report Aligning with beautyThe global beauty industry was valued at US$ 379 billion in 2013. What’s more, sales grew by 5% in 2014 and revenues are set to increase to US$ 461 billion by 2018. Without any doubt, the beauty industry has enormous potential. However, the recent departures of Western brands from China emphasize that every market has its own challenges and requires a tailored approach. 

What does it then take to appeal to consumers in different markets and maximize growth? To answer this question, Motivaction put its Glocalities segmentation model to work. People’s behavior and opinions are shaped by value orientations that are deeply embedded within persons and society. Glocalities identifies 5 distinctive values segments, each of which has a local flavor and tells the hidden story under the surface.

The world is more volatile, uncertain, complex and ambiguous than ever before. In such a fluid environment, companies and organizations need to quickly respond to new trends, in order to maintain their competitive edge and sustain their business growth. Who are the change makers behind innovations and groundbreaking ideas? Based on global consumer research, Motivaction and Cosight identified a small yet influential group: The Cutting Edgers, which fits with the seven principles from the life and work of Leonardo da Vinci (for example curiosita, arte / scienza and corporalita). With this groundbreaking Flash Report, Motivaction International and Cosight deliver a selection of the latest insights and foresights into Cutting Edgers from 20 countries.


In this flash report, we demonstrate that Nike users worldwide are ambitious and status-driven individuals, who are geared towards physical vitality, early adoption and being noticed. However, at a regional level, nuanced differences emerge. Motivaction International and THT Consulting combined their expertise and powerful research tools for recognizing, mapping and using cultural differences to the advantage of companies, such as Nike. The combined approaches offer an excellent opportunity to overcome regional barriers and  generate local top spins in sales and brand performance. 

Five challenges multinationals face in developing markets.
Companies’ love affair with Developing Markets is coming to an end. Like many new lovers, the seduction and passion is wearing off to be replaced by a cold-hearted appraisal of the pros and cons of the relationship. A closer inspection reveals five, often hidden, challenges for Multinational Corporations. The good news is that by meeting these challenges, multinational corporations (MNCs) have the opportunity to ride the next wave of Globalisation and beat the competition.


MillenialsMillennial consumers around the world are more than 2 billion strong. They are the first generation that was raised in the internet age. There is no question that the millennials, born between 1980 and 2000, will shape, color and change the world we live in profoundly. This report presents the largest cross-cultural in-depth survey of millennial values until today.


Sustainability researchA hidden, but revolutionary potential, is present among the Chinese population to achieve a breakthrough in environmental sustainability. This is the main conclusion of the Glocalities survey about environmental sustainability in China, Europe and the USA. The findings make clear that popular support for environmentalism is highest in China, followed by Europe and the USA.


The staying power of the Eurosceptic voter rebellion Far-right Eurosceptic political parties throughout Europe have a very distinctive and similar voting base, in terms of demographics, cultural values, political views and general perspective on life. The depth and strength of these similarities suggest that there is far more to the far-right Eurosceptic vote than one-issue concern, expressed by a one-off protest vote against the EU.


The tiger awakens: blending cultural ingredients for growth. China's size and growth can be an opportunity, but it can also be a pitfall. For example, where do you begin? Every target group that you select in China is sizeable, but choosing, understanding and reaching the right consumer segment is, in reality, the great challenge for western marketers.