Sometimes I have the impressin that it is really the behaviour of the consumers themselves that drives homogenisation. It seems almost like an unwanted self-fulfilling prophecy or, maybe even, a confirmation of an already existing situation.

Of course, there is still (and fortunately, AFAIC) no true homogenity. Language differences and the desire/need to belong to a certain identifiable group, for instance, will prevent that from happening any time soon. And there are plenty of culinary differences and all sorts of traditions, etc…

But what I find interesting is the occasional difference between the psychology of people and their actual behaviour.

To put it more simply (and simplified): In theory it is possible to believe you are part of a very distinct group of people while at the same time acting just like another equally distinct group of people.

I wonder just how much of “identity” is purely mental and how much of it is really visible through actions. Or, to what extent is our own behaviour more “destructive” than outside influences with regards to our cultural heritage. In other words, if your own culture is strong enough, in thought and in action how could anyone else affect it in a negative way?

I think it’s interesting however, that this homogenisation – usually driven by US brands, globalisation and our consumerism/tourism-based economies – is often the driver for hostility towards the EU.

Perhaps it is more tangible and easily blamed for growing uniformity, even though its efforts in this direction (single market, health regulations, etc) are rarely as visible (with the exception of the single currency).