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Today the world is becoming more homogenous and, with increasingly few exceptions, big-name brands dominate main streets, high streets and shopping malls all around the globe. We dress the same; we want the same latest technological kit; we drive the same cars. But where did this uniformity come from? The answer is the combination of the industrial revolution and the consumer society. Originating in UK but flourishing most spectacularly in United States, the advent of mass consumption has changed the way the world worked. Led by the Japanese, one non-Western society after another has adopted the same model, embracing the Western way of manufacturing and consuming. Only the Muslim world has resisted. But how long can the burkha hold out against Levi's? Niall Ferguson examines whether we are now seeing the first effective challenge to the global dominance of Western consumerism.