I am sure we have all heard the term “globalization” from our history classes. It is the spread of ideas on a global scale, going on as long as humans have been on this earth. Today, globalization refers to the global economy and how interconnected humanity is by how technology, business and philosophy is spread throughout the world.

We are more connected than ever with the ability to access the web from almost anywhere on the globe. Some would even go as far to argue that global knowledge puts everyone on the same level playing field. Up until recently, I have unquestionably agreed and accepted this idea.

But what I am coming to realize the world is only a fraction as integrated as I thought. The world seemingly lacks true global connection when most phone calls, web traffic and investment is local. And it seems that only true connection comes from big cities; these economic centers are connected well to one another but still more domestically concentrated in communication. “Glocalization” is the process of conducting business according to both local and global considerations, blurring the boundaries between the local and global.

Contrary to popular belief, I don’t think we are headed towards a united human culture, even though humanity is increasing intercultural ties. In glocalization, global influences are selected and consumed and processed according to local needs, tastes and ideas. Instead of companies saying, “here is a burger” they ask, “how can we make a burger that you like?” The more we expand, the more we search for our roots and the ways we identify with a global market. This is not necessarily a counter reaction to globalization rather a way to be structured by and find meaning in our interconnected world.

The worldwide spread of McDonalds or Starbucks are commonly cited examples of glocalization, especially since the restaurant's menu is often customized to suit local tastes. Regardless of industry, glocalization broadly involves the altering of an overarching brand or product to better appeal to customers within a specified country or region. This phenomenon is the relative inverse of Americanization and the suppressing of local preferences in favor of providing goods and media whose content has been dictated by foreign entities.

Glocalization can also involve the use of culturally friendly media to encourage the acceptance of foreign products among a local audience. Cultural globalization is always transformed by local contexts, we must consider the complex interaction between global and local characteristics characterized by cultural borrowing. We are totally connected through globalization, yet not connected at all because we still enjoy our own local tastes and customs.

People are getting glocalized. The contemporary experience of living and acting across cultural borders has been reduced to what we can see and do in our local communities. This is not necessarily a bad thing.

Glocalization can eliminate many various governments and organizations that stand between global resources and local communities. The creation of a more stabilized world glocalization strategies encourage and revitalize local cultures and emphasize city-to-city diplomacy.

Maybe globalization hasn’t put everyone on the same playing field, but is has led to the adaptation of a global market to local taste and needs. Using information and communication technology to foster economic development and social reform can help develop a world where local areas benefit from global resources while still retaining their own cultural identities.