We know on the one hand that most societies in the West are individualistic , when on the other hand most of Asian societies are more community oriented.

To see if a country belongs to one or the other, we can make a study using the following criteria:
- valuation of autonomy (individual or collective goals, independence or interdependence)
- opportunity to choose
- capability to choose
- external reference standard or self expression
(it explains the huge success of LV and Gucci in Asia, I will come back about it on a next post)
- decisions made by consensus or personal choice

In China, you can see that the group decision-making, which is epitomized by the government and the state, will always come before people.
Currently, a large Adidas’ campaign is shown in streets and on TV.
It represents exactly what is a community-based society:

We can see that people are portrayed as a crowd in grey.
Nobody wears colorful clothes. Nodoby is taller than the person next to him.
Only the athlete has a red color and the entire anonymous crowd supports him.
The athlete represents China. He does not bear a name on his T-Shirt and it is not mentioned on the poster.
China allows you to be different only if it contributed to representing the country.
Which is a typical thinking of collectivist society.

With this campaign, Adidas had the clear idea to begin advertising on the Olympic Games before its competitors to be the OG sports brand in the mind of people.

It is interesting to see that westerners don’t like this add and the Chinese think this campaign is great.
Adidas did a very local campaign which has a huge success. Well done Adidas.