As globalization increases, the world is becoming smaller and the consciousness of the world as a whole is intensifying rapidly. With the rapid growth of global linkages and global consciousness, the marketplace is also growing in cultural diversity both in terms of the demand side (ie, consumer markets) and the supply side (ie, brand offerings). Increased cultural diversity in the demand side of the market is fueled by the emergence of a robust middle class in emerging economies (such as those of China, Russia, Brazil, and India), the immigration patterns changing the cultural landscape of developed markets (eg, growth of Hispanics in the United States or that of Muslim populations in Europe), and the increased cultural curiosity of worldwide consumers thanks to Internet connectivity, social media platforms, and global travel.(PsycInfo Database Record (c) 2020 APA, all rights reserved)