South Africa, May 23 -- This is according to new US consumer research conducted by The Harris Poll, a global consulting and market research company, on behalf of Locality, a US-based local media solutions provider.

The results showed that 85% of respondents said that buying from businesses in their area was 'most important', with 30% of those surveyed saying they felt it was 'extremely important' to buy local. More than 7 out of 10 Americans expected their advertising messaging and content to be localised.

"As this study shows, by tailoring campaigns to local audiences and nuances, brands foster a stronger sense of community, appearing more connected to local culture and values, which helps build trust. This localised approach, informed...