Happiness is... the Western middle classes

The middle classes has seen rapid population growth - from 1.4bn to 2.6bn between 1990 and 2005. This survey from TGI Global of the middle classes from ten different countries shows that consumers in the West tend to be both happier with their current standard of living and more optimistic for the future, relative to their counterparts in less affluent but faster-growing markets.

Happiness is… the Western middle classes

Josie FarnsworthTGI Global

The middle classes form a substantial group, in which rapid population growth has already been seen in emerging markets – from 1.4bn to 2.6bn between 1990 and 20051. With such huge potential, there is a need to understand where the opportunities for marketing to the middle class truly lie.

It is often thought that the middle class is the most materialistic and ambitious group in any economy, as those are the very characteristics that helped these people achieve a better economic position in the first place. And...

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