The Global Code summary

In recent years, new technologies and changes to the way we travel have led to an unprecedented level of international interconnectedness. Smartphones provide information to people around the world at the tap of a finger, and inexpensive airlines shuttle people to far-flung destinations.

With this new interconnectedness, a new phenomenon has emerged called the global unconscious, or the Global Code.

Of course, every culture still has its own unique elements; people across the globe maintain their own way of speaking, working and cooking. Yet there are also cross-cultural experiences that we share: people go to school, find a job, get married, raise a family. And no matter where you are, most people share a similar dream of finding a better place to live, a place that will offer a better career, a nicer house and an ideal environment for their children.

These shared dreams and beliefs form a Global Code that has emerged from today’s interconnected world. Media and travel have given rise to a multicultural Global Tribe that follows and finds inspiration in the goals and aspirations of others.

The Global Tribe is a small group of highly connected and highly mobile influencers who aren’t bound to one specific society or culture. Instead, the Global Tribe adheres to a truly Global Code that takes its ideas and inspirations from worldwide sources.

Since this tribe is made up of influential individuals, the pieces of culture that are absorbed into their code become highly popular throughout the world; the tribe is an international trendsetter.

For example, if the tribe decides that a certain brand of clothing or social network is superior, people across the world will follow suit and rush to buy or use that product – and, in no time, these choices will become the hottest items on the market.

The power of the tribe has not gone unnoticed. Indeed, companies now create and market their products and services with the Global Code in mind.