Editor's note: This article appeared in the October 25, 2010, edition of Quirk's e-newsletter.

While "buying local" means something different for everyone, most consumers seek a sense of personal and civic connection to products, brands, manufacturers and retailers. But would Americans be willing to buy their veggies and their bedsheets from local retailers instead of international mass merchants? If the price and quality are right, yes, according to Local Eyes: The Newly Focused Consumer Lens, a study from Boston research company Communispace. The study indicates that while environmental altruism may not be reason enough for Americans to reduce their carbon footprints by going local, a high-quality, cost-effective, safe and reliable product is.

Local is contextual and isn't just about food. The definition of local changes depending on where the consumer is based - on an island, in the city or suburbs, in what country, etc. - and on their own set of buying needs and personal priorities. The local phenomenon also goes beyond local food and the desire to be altruistic. Local purchases strengthen ties to family, to neighbors and to the land itself; they also contribute to the community and the economy at-large by generating both jobs and tax revenue.

Connection is key. Today's consumers are wired-in on a global level. Thus, one compelling aspect of local buying is, in our commoditized world, local can connect consumers to an authentic experience and ground purchasing decisions with a sense of history, tradition and community. Brands have an enormous opportunity to create this sense of connection through sharing their story and history, and sinking roots in local communities through corporate giving, hiring practices and domestic support operations.

Local enhances the value proposition. When consumers are seeking a certain benefit from a product, such as freshness, geographical convenience or supportive customer service, they often see purchasing local products as a way to get what they want, not just to do good.

Local is becoming a mainstream criteria for purchasing decisions. Consumers have a heightened awareness of how products are made and are taking a more holistic view of their purchases, considering pre-point-of-sale factors such as where the raw materials come from, where they're manufactured, what carbon footprint they create, etc. This global way of thinking has become more mainstream and consumer buying decisions are now based on this multifaceted value proposition.

Any brand, no matter what size, can create a local presence in the community. To capitalize on the lessons of the local trend, brands must focus on connecting with consumers, being transparent with successes and challenges and teaching employees - their corporate community - about the product's value proposition and lifecycle so they can, in turn, educate the customer. Most importantly, they must remember to be flexible and consider the unique needs of the local community, wherever they are in the world.