Socio-Cultural Exchange

The concepts of cultural diffusion (voluntary/consented change in culture) can be seen in several trans-national corporations which have intentionally or unintentionally spread consumerism. Consumerism can be defined as the social/economic influence that encourages an increase of the purchase of goods and services in greater amounts. This is used by corporations to encourage people to feel like they need to purchase certain products. Nike is an example of a well known transnational corporation that has utilized the concepts of consumerism through cultural diffusion. Nike has pushed consumerism through marketing strategies such as fashion trends, advertisement, and gimmicks.

In commercialized countries, people tend to follow latest fashion trends in order to conform with society's expectations. A trans-national corporation like Nike has adapted to appealing to the vast majority of the public by studying latest fashion trends and incorporating them into their products. This incorporation of fashion in their products evolve as latest fashion trends change. This will appeal more to the public as people will be more attracted to Nike's products that fit in nicely with latest fashion trends thus increasing purchases of goods.

Trans-national corporations such as Nike utilize advertisement techniques to spread awareness to potential consumers. Nike uses advertisements to grab the attention of a population through the means of media outlets such as television, internet, billboards, and magazines. Popular human figures are also used to advertise the company by holding their brand name or logo. Through advertisement, trans-national corporations such as Nike gain popularity as people become more aware of the company. As popularity rises, more people are likely to purchase goods and/or services from the company.

Gimmickry is used by trans-national corporations such as Nike in order to trick a population into purchasing their products. Encouraging consumers to purchase goods and/or products by making them believe that they need their products by displaying true or false advantages the product may provide for the consumers i.e. gel soles on shoes for "extra comfort".

Certain strategies are used by trans-national corporations such as Nike in order to increase consumers and consumer consumption of their products. A company like Nike uses marketing strategies such as advertisements, gimmicks, and fashion trends to increase their revenues.