Trend: Perceptions of globalisation have improved in many markets around the world over the past decade. While the world remains highly interconnected, the geopolitical environment has grown more contested. Increasingly, political leaders are asserting the primacy of their nation and its allies.

Tension: Despite the development of a more positive view on the impacts of globalisation, geopolitical headwinds are promoting a focus on one's nation.

Takeaway: Even global brands can and should play up their local ties — while also highlighting the benefits of their scale.