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...