Anti-globalization advocates the claim that the world is losing its cultural identity in the 21st century. Consumer goods are becoming homogenous all over the world. People use the same kind of items: from planes to pens. With this goes a consumeristic way of life and a system of values that focuses on materialistic possessions and physical comfort. These changes are noticeable not only economically but also culturally.
Culture is the way of life, which implies a worldview, a system of values, and social relations. It is not static; it diminishes, changes, and grows. Cultural globalization involves the formation of shared standards and knowledge with which people associate their individual and collective cultural identities and increasing interconnectedness among different populations and cultures. The Internet, popular culture, and international travel are the tools for popularizing the process. A visible aspect of cultural globalization is the diffusion of consumer products such as Coca-Cola and companies such as McDonald’s from the United States of America to countries all over the world.
However, even while people use the same goods, they are not just passively accepting. Humans have great freedom to select the way of living. The global tendency will not eliminate cultural diversity because we always have the right to stick to our own values.