Various firms from across the globe tend to view the land of the other nation as a commodity of high value which could be exploited for their own benefit. As traditional land use is being pushed aside in favour of certain uses which is formed to increase the gains of huge firms, this has had a wider effect in local environment (Featherstone 1995). Moreover, most of the people are of the view that it is the land which connects them to their basic identity and exploiting the same results in loss of their identity.
Most of the indigenous groups fear that the pressure being generated due to globalization on their culture would result in taking away their traditional values to such an extent that cultural diversity all across the globe would be whittled away slowly. The situation might rise to such a point that there might be only one huge homogenous culture all across the globe. The traditional indigenous values and the consumeristic nature of globalization are poles apart. The socioeconomic and cultural circumstances are not taken into consideration by globalization. However, globalization tend to take into consideration the interest of the more influential, larger corporations and nations which are the main reason behind this issue.
Within the age of globalization, the contemplation of struggle for identity brings us to the conclusion that it is by the term identification that the term identity must be replaced. An open-ended and never-ending activity is implied by identification which tend to be never finished and incomplete. In the current age, the frantic search of an individual for identity must not be considered as a residue of pre-globalization and pre-modern times. It is regarded as the by-product and side-effect of the localising, globalizing and individualising forces themselves and the tensions associated with the same. Hence, based on the above discussion we could say that globalization has had various impacts on the cultural identity on the societies all across the world. Necessary steps must be taken so as to ensure that the cultural diversity is maintained and globalization doesn’t turn the whole world into one homogenous culture with people having single identity.