The Impact of Globalization on Consumer Behavior

One of the most surprising things I’ve realized during our time in France is how globalization is quietly reshaping what people desire, expect, and emotionally connect with, even down to something as intimate as scent.

At DSM-Firmenich, a global leader in fragrance innovation, we spoke with Bernie Perez, Senior Director of Global Consumer Brands. He shared that coconut is now emerging as the new “vanilla” in many markets. But for him, as someone from the Philippines, coconut has always been part of the cultural norm. His perspective struck a chord with me, I immediately thought of vetiver, a scent deeply rooted in Haitian culture, yet still considered “niche” or exotic in other parts of the world.

This conversation revealed something deeper, globalization doesn’t just spread products, it spreads preferences. Scent profiles that were once regional are now crossing borders, appearing in everything from perfumes to detergents, shaped by both cultural exchange and data-driven consumer insights.

At DSM-Firmenich, we learned how fragrances are crafted and packaged with a four-step model:

1. Expectation - Understanding the purpose or product need

2. Experience - Designing for noticeability and memorability

3. Feelings - Creating emotional resonance (energy, calm, wellness)

4. Belief - Building trust, loyalty, and brand connection

   
   

What’s fascinating is how this mirrors modern marketing, especially in a globalized world. As cultures blend, consumers start seeking comfort in what was once foreign. Brands must balance honoring tradition with tapping into broader emotional trends.

Whether it’s a scent, a style, or a slogan, consumer behavior today is shaped by both where we come from and what the world brings to us. Being in France and visiting companies from CHANEL to EDG to DSM-Firmenich, I’ve seen firsthand how brands are adapting, listening, and responding across borders.

Globalization isn’t making us all the same, it’s creating new conversations between cultures, and marketers have to learn how to speak them.