CULTURAL TRIANGULATION MODEL
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Intuition Localism is as popular and encouraged than ever. Transnational corporations such as Google, Facebook and Amazon are all taking part in this trend (see appendix).18-30-year olds are going out of their way to shop locally.
Observation An 18-25-year-old student“I will go out of my way to go into my local shops, I think it is better for the community.” (See Appendix) ‘Shopping locally makes me feel appriciated and good about myself as im helping the community’ (See Appendix)
Tiktok social media platform has over ten billion views on the hashtag small business. (TikTok, 2020)
Figure 7: Small fashion brand (Unsplash)
Interrogation Janne Karppinen, Head of Retail, MasterCard UK “The way we shop has changed.. we have seen a trend of people opting to shop locally. Small Business are the backbone of the economy and many are discovering great, varied and unique shops in their local neighbourhood.” (Briggs, 2020)
72% of consumers believe they will frequently visit local businesses more often (BusinessNextDoor,2020) 65 per cent of UK consumers believe that local shops are important to the community. (Kantar,2020)
“LOCAL” Figure 8 : Graph demonstrating searches for “Local” (Google Trends)
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