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Because of urbanization, migration, & shifting social values, many traditional practices are in danger of going extinct as globalization grows. The loss of cultural heritage undermines the distinctive identities that characterize communities in addition to lessening the depth of the human experience. There are numerous ways to preserve cultural heritage, ranging from active engagement in customs to documentation and education. By identifying and supporting customs that are in danger of being lost, institutions like UNESCO play a critical role in preserving intangible cultural heritage.