The Cultural Environment

Abstract

When it comes to the cultural environment, there are significant differences across countries, and also within the boundaries of a country or a market, for example, between metropolitan and rural areas. There are tendencies, however, that go beyond the differences and constitute a part of what is shaping a generational cohort from the perspective of popular and consumption cultures. Many individuals across the world, regardless of country, language, culture, and metro or rural area background, have shared popular cultural experiences, not least from television programs, which are often created in the United States. This, too, has an influence on how the 90s Generation will behave not only as consumers but also as coworkers, voters, users of public service, and in other environments.