Global vs. Local
(Picture credits go to The Guardian
Before and after shots of the offending pages)
I read this article today about how Ikea is getting grief in its home market of Sweden for a decision to airbrush women out of its latest catalogue in Saudi Arabia.
Leaving aside the wider questions of women’s rights, gender equality, and why the brand took this decision – all massive topics in their own right – the thing I’ve found interesting is how a brand that is tailoring content for the local market (albeit in an incendiary way) and being criticised for it as it doesn’t fit with the home market’s values.
Is this something that we’ll see more of in coming years? A swing back to globalisation of brands and campaigns rather than tailoring content and expression to different markets?
The internet has a lot to answer for again – who would have spotted this otherwise?