TrendLetter#6 Neo-Locality


The pandemic arrived from afar but the infection risk occurred ‘here’ and it is here where we’ve organised and built our defence system. As a result, our own world – the space where things that are most important to us take place – has shrunk. We’ve adopted a perspective that is more local, a frame of reference that is more national rather than global.
0 %
…of Poles agree with the statement that ‘in times of danger, such as the pandemic, we should buy local produce to support national entrepreneurship’ (T2B).
The transition to remote working and the need for social distancing from large groups of people have changed our residential preferences. Plans for suburban developments are being created where the needs of residents are met locally and in a sustainable manner.
Southlands on the outskirts of Vancouver is a so-called agrihood – a remote-working and pedestrian-oriented community producing their own food (

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To what extent do you agree with the statements below? (Top2Boxes)

Wider picture

Globalisation has been under fire for a long time. Up until now, the criticism it received came mainly from the cultural perspective. These days, globalisation is also accused of putting our health and lives in danger. Globalisation is an unescapable process and consumers are unwilling to relinquish its benefits, such as a varied offering and affordable prices (our survey has shown that only 9% of Poles are reluctant to buy Chinese products). The pandemic has chaned the proportions between the Local and the Global – to the benefit of the former. Economic nationalism is not what lies at the core of this approach. This is more of a defence mechanism which – in a situation of danger – commands us to focus on our own resources. This response, however, might persist even after the pandemic.

Paweł Ciacek

Partner Zarządzający

What does it mean for your business:
  1. Local origin is nowadays perceived as a product benefit. Brands which possess this attribute should communicate it emphatically. This does not necessarily mean flaunting the national flag. Local origin – especially in the case of food products – is more about the place rather than ethnicity.
  2. Brands that don’t have local products in their portfolios can still play the ‘local’ card. Strong references can be developed by fulfilling social missions within local communities (e.g. BNP Paribas, a global brand which undertakes many social projects in Poland).
  3. Locality, nowadays, is not synonymous with local folklore – the way it used to be in the past. In many respects it fulfils the role of a modern utopia, which strives to put into practice the idea of sustainability to which the progressives aspire.
  4. Defining a brand within the local context might not only result in its appreciation but can also make it a part of our lives.

Anna Ruszkiewicz

Z wykształcenia historyk filozofii, z natury nastawiona na dialog organizatorka. Od przeszło dwóch dekad związana z branżą badawczą, z powołania i z wyboru, zawsze po stronie operacyjnej. Przez wiele lat szefowa działów realizacji badań terenowych, najpierw w Ipsos, potem w Kantar Polska.

Dzięki otwartości na „nowe” i wrodzonemu optymizmowi, wspierała wiele trudnych procesów transformacji wewnętrznych, reorganizowała zespoły, łączyła i dzieliła struktury.

Posiadając bogate doświadczenie w realizacji projektów zawsze znajduje rozwiązanie problemów, często zanim się jeszcze pojawią, chętnie odpowiada na pytania, jak coś zrobić lepiej, szybciej, taniej.
Jej celem i ambicją jest tak organizować pracę, aby wspierać rozwój i kreatywność, a także stwarzać unikalne środowisko, w którym praca jest naturalną przyjemnością.

Maciej Kos

Doctor of economic sciences, a long-standing Senior Client Director in Kantar Polska. Before a head of research teams in IQS and Pentor, where he was the author of the cyclic report called. “Raport piwny/ Beer report”.

He specializes in Brand Strategy, Innovation and Customer Experience studies. In his work for numerous companies from various industries and economy sectors, he helps brands create reality and consumer needs, discover new areas and face challenges.

Krzysztof Jodłowski​

Sociologist, an experienced qualitative researcher. A catalyst for ideas, he has a particular talent for making the respondents open up and for drawing out insights.

He specialises in research focused on the study of attitudes and brand image, ad and concept testing, NPD and shopping mechanisms.

His highly informative workshop projects, whether ethnographic, semiotic or exploratory, contribute to changes in the attitudes of marketers towards their own categories, brands and consumers.

Piotr Łukasiewicz

Doctor of Social Sciences, Brand Planning Director and Senior Consultant in Kantar Polska up to 2020, previously Strategy Director in McCann and one of the pioneers of strategic planning in Polish advertising.

He specialises in brand positioning and communication, aimed at making brands fit and keep up with current social and cultural trends. He has been leading the Trendozbiórproject for the past ten years. He runs strategic workshops and develops workshop methodology. He has worked for the biggest Polish and international brands.

A co-founder of the Brand Strategy School at SAR, he lectured at the University of Warsaw and Collegium Civitas.

He has prepared expert opinions for public institutions, among others, the Adam Mickiewicz Institute and Warsaw City Hall. He is a co-author of Principles for Communicating the Polish Brand adopted by the Council for the Promotion of Poland. He has endeavoured to make a difference as a public official (albeit briefly).

Paweł Ciacek

Sociologist, one of the co-founders of the SMG/KRC Poland Institute, a long-standing Client Service Director in Kantar Polska.

His particular research interests focus on the area of brand strategy and communication. Thanks to his recommendations many Polish and international brands managed to improve their communication.

He co-developed qualitative research methodologies in Kantar Polska (from projection games to ethnographic studies) as well as methods based on non-declarative measurement. 

He takes part in discussions on the condition of the social and market research industry in Poland.

 He readily engages in pro bono activities. He led the formation of Państwomiasto, a city action initiative. He has also cooperated in the creation of campaigns aimed at increasing voter turnout.

He is a co-creator of Trendozbiór, a Kantar product dedicated to the analysis of trends and consumer behaviour.

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