We Do It Our Way

The popular conception is that we all buy the same consumer goods from ever-growing multinational companies.

But is the picture so simple? Simon Calder explores how the perversity of human behaviour is defeating the forces of uniformity, and finds out what the global companies are doing to fight back.

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The popular conception is that we all buy the same consumer goods from ever-growing multinational companies.

But is the picture so simple? Simon Calder explores how the perversity of human behaviour is defeating the forces of uniformity, and finds out what the global companies are doing to fight back.