Understanding the motivations of the affluent middle class
Christopher EvansCollinson Group
Economic growth and rapid urbanisation are swiftly expanding the global middle class. The OECD expects this group to increase in number from 1.8 billion in 2009 to 4.9 billion by 2030. Within the middle class, consumers within the top 10-15% of income have considerable spending power and the potential to shape the aspirations, buying habits, and behaviour of other consumers. As a result it is a highly valued group, with many companies looking to attract and retain their custom.
Companies have traditionally defined the affluent middle...