Social factors

In every country social factors change over time. This creates dynamism in the market ever-moving goal posts on which the heritage marketer must keep a watchful eye. For example, in the recent change-over from one Millennium to the next, in the UK and USA there was an almost instantaneous explosion of Bollywood culture, which up to that point in time had largely been the preserve of the Asian community. Films, musicals, increased variety and availability of ethnic foods were just some of the changes seen in the market that have continued for approximately five years. However, there is clear evidence that consumers are keen to be challenged by a different culture and therefore, especially in the UK, the current demand is for all things Thai and, soon, Vietnamese (the latter food culture has been the mainstay of ethnic eating out in France for many years).

Other areas of popular culture in which aspects of heritage have played a part are music, literature, television dramas and art. For example, classical music has come to the mass markets of the world in the shape of Nigel Kennedy, a British violinist, Bond, an all female quartet and, most recently, Il Divo, a band of four male opera singers from various European countries. Although Kennedy plays mostly in the classical style, his youth and avant-garde looks and dress sense made him more accessible to audiences that previously might not have considered listening to this type of music. Similarly, the latter two...