RED UNIT's Thorranze Cheung looks at how companies like Glasgow Taxis and a bubble tea brand have used intercultural thinking to reinvent during covid

The future is intercultural

The speed in which the pandemic spread across the globe proved the world is more closely connected than perhaps we fully realised. In a post pandemic world, intercultural thinking can help brands and businesses reimagine, reinvent and recover. The pandemic has irreversibly reshaped the world and the market culture to be more human-centric, digital driven and flexible. By applying intercultural thinking, businesses and brands can reinvent themselves to adapt to the new lifestyle of the customer and their changed needs and desires post-pandemic. When businesses are planning their reinvention and recovery strategies for their domestic market, they may not appreciate that practices from different geographical heritages or backgrounds could bring a new perspective and energy to help reinvent themselves and push the business forward. For example, what solutions have Japan, Korea and China already developed that can inspire reinvention for brands in the UK?

On the other...