The Corporate Co-Opt of Local

Date: 9 Jul 2009 | posted in: Retail | 8 Facebooktwitterredditmail

HSBC, one of the biggest banks on the planet, has taken to calling itself "the world’s local bank."  Starbucks is un-branding at least three of its Seattle outlets, the first of which just reopened as "15th Avenue Coffee and Tea." The International Council of Shopping Centers is pouring millions of dollars into television ads urging people to "Shop Local" — at their nearest mall.

Hoping to capitalize on growing public enthusiasm for all things local, some of the world’s biggest corporations are brashly laying claim to the word “local.”… Read More