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Brands are rediscovering a borderless identity as three in four consumers see themselves as global citizens

Executive summary: According to a McCann‑Economist survey cited by Il Sole 24 Ore, 75% of consumers now describe themselves as global citizens, prompting brands to reconsider local‑only tactics. A return to global branding influences how companies allocate marketing spend, design creative assets and choose agency partners across borders.

Who is involved: Multinational brands, marketing agencies, market‑research firm McCann‑Economist, and consumers worldwide.

Likely next: No specific near‑term actions are disclosed in the source; the trend suggests upcoming global campaign rollouts in the second half of 2026.

After years of localisation strategies, companies are shifting back toying on a renewed push for global brand coherence, driven by survey data showing 75% of consumers identify as world citizens. The move reflects a reaction to fragmented local campaigns and seeks to leverage scale in messaging across apparel, publishing and streaming sectors. The shift could affect marketing budgets and agency selection as firms pursue unified cross‑border campaigns.

Timeline

Analysis — what this means

Sectors affected

Historical parallels

Sources

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