Ideas worth spreading

Hidden connections that transcend borders and defy stereotypes

788,135 views | Aparna Bharadwaj • TED@BCG

Global consumer strategist Aparna Bharadwaj shares a fascinating glimpse at under-the-radar affinities that transcend cultures and borders -- from the way people snack in China and Saudi Arabia to how people shop for clothes in the US and Russia. "There are patterns where you least expect them," she says -- and paying attention to them just might bring the world a little bit closer.

Global consumer strategist Aparna Bharadwaj shares a fascinating glimpse at under-the-radar affinities that transcend cultures and borders -- from the way people snack in China and Saudi Arabia to how people shop for clothes in the US and Russia. "There are patterns where you least expect them," she says -- and paying attention to them just might bring the world a little bit closer.

This talk was presented at a TED Institute event given in partnership with BCG. TED's editors chose to feature it for you.

Read more about the TED Institute.

Learn more about the research behind this talk and the unifying similarities between consumer choices around the world.

About the speaker

Aparna Bharadwaj

Global consumer strategist

See speaker profile

Aparna Bharadwaj seeks to understand consumers' authentic selves -- how they feel, think and make decisions.

Aparna Bharadwaj et al. | BCG, 2021 | Article

"Navigating a Diverse World of Consumer Mindsets and Choice"

This publication contains the analysis we did across all these markets and sectors to find the hidden connections in 18 countries around the world. It led to the discovery of all these commonalities that became the basis of the talk. It's the result of over two years of work by the consumer insights team.

Aparna Bharadwaj et al. | BCG, 2020 | Article

"Demystifying Global Consumer Choice"

Global consumers make choices in ways that defy stereotypes that businesses try to use to explain the world — like geography, common cultures and common religions. These all fail to explain the basis of why consumers make choices in the way they do.

About TED Institute

Every year, TED works with a group of select companies and foundations to identify internal ideators, inventors, connectors, and creators. Drawing on the same rigorous regimen that has prepared speakers for the TED main stage, TED Institute works closely with each partner, overseeing curation and providing intensive one-on-one talk development to sharpen and fine tune ideas. The culmination is an event produced, recorded, and hosted by TED, generating a growing library of valuable TED Talks that can spur innovation and transform organizations.

Read more about the TED Institute

This talk was presented at a TED Institute event given in partnership with BCG. TED's editors chose to feature it for you.

Read more about the TED Institute.

Learn more about the research behind this talk and the unifying similarities between consumer choices around the world.