The global code : how a new culture of universal values is reshaping business, marketing and how we live and communicate

For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide—the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services. Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed. Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all. "For decades, Clotaire Rapaille's work has focused on how people's relationships with the most important concepts in their lives - love, health and money, for instance - are guided by subconscious cultural messages. But recently - as the world has become increasingly, even constantly, interconnected - he has pinpointed a new phenomenon: a 'global unconscious, ' or a set of core values and feelings that are consistent worldwide, even in strikingly different cultures, and embodied by a Global Tribe of ultra-mobile individuals, fluent in the language of culture and untied to any notion of nationalism or ideology. The tribe's members are defining the key values driving our new world economy and determining how companies market their products and services. Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of masterly knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? The answers come from the international taste makers who now define aspiration for everyone. Drawing on seven years of research, Rapaille reveals the common yearnings in heads and hearts everywhere, and how marketers and service providers can tailor their messages accordingly. 'The Global Code' is an invaluable glimpse at how our new multi-sphere world is affecting us all"--Jacket

For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide—the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services.

Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed.

Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all.

The Bestselling Author Of The Culture Code Explains Why Marketing And Social Psychology Must Evolve To Acknowledge New, Universally Held Human Values