It is clear that every culture evolve over time. As Yuval Noah Harari defines culture as a “network of artificial instincts”, alike biological instincts, members of culture contribute to the constitutional structure of its context and reshape it into an evaluation form. However, this change is relatively slow as the context gets larger, or takes into account of much larger numbers of members in fact. The culture is not static, but changing like an biological organism with its own pace regarding its members use and participation of its dynamism.
Since the growing capacities of communication and transfer of information throughout the world and increase in its speed, cultures are also being affected. As Prof. Theodore Levitt has put it; “consumers in different countries increasingly seek variety and that the same new segments are likely to show up in multiple national markets”, consumers are forming new groups in affection with diverse cultural components. Cultural anthropologist George P. Murdock identified these people as “cultural universals,” where the components they may gather around varies from education to ethics, taboos to language, marriage and religious rituals, residence rules, status differentiation, and even trade. Each culture embraces internal contradictions and how its members live with them. For this perspective Harari argues that history is moving toward more unified and complex cultures.
In our information-rich world today, the rapid interactivity between members of any culture and their positioning against or advocating of any brand or product is also gaining more speed. This is another important change in consumers’ life and their behavior in making more “acceptable” decisions since they all belong to many sub-cultures of their own regardless from the geographical culture they are born. Now that we have more tools to get this understanding as we are able to observe much of the world due to information technology.