Dr. Mark Cleveland recently gave the keynote speech at the 2016 Royal Bank International Marketing Conference, which took place at Jiangnan University in Wuxi, China, June 23-26, 2016). His 45-minute speech was titled "Understanding the Global Consumer Culture". The audience comprised of many International Scholars, Chinese Professors, Graduate Students from Jiangnan University and elsewhere in China, as well as high-level representatives from government and industry. The main objective of this international conference was to bring together Eastern and Western scholars from different disciplines interested in advancing knowledge on the global consumer culture and the development of marketing strategies to target these global consumer markets. Located on the shore of Lake Taihu and situated along the Grand Canal, Wuxi is a historic city of about 7 million people, adjacent to Shanghai, Suzhou, and Nanjing.