Global clocks may be in synch, but 'time' is measured differently around the globe (page 2 of 2)

People everywhere are pulled between the desire to belong and feel connections with others on one hand, and the desire for autonomy and self-expression on the other. It's the balance between collectivism and individualism," commented Roy Haddad, Chief Executive Officer at JWT. "In some markets, people have plenty of opportunities to fill their time with a huge range of activities. Now many have tilted the balance strongly toward autonomy, and they're missing the comfort of belonging. At the other extreme, in the MENA region, social, environmental, and development factors are such that people habitually spend a lot of time with extended family and have far fewer other possible activities from which to choose. It's no wonder, then, that they're keen to have more opportunities for autonomy and self-expression."

"The differences between Western nations and countries in the Middle East and Northern Africa go far beyond religion and politics, as these surveys have made clear," said Haddad. "The tempo of everyday life is different, and that has significant implications for our industry. People the world over want entertaining and engaging brand experiences. But for people in more developed markets, the experiences have to be concentrated in time—they are likely to resent brand experiences that impinge on their personal time. In developing regions such as the Middle East and North Africa, consumers are more likely to respond to brand experiences that fill their time."