My Mum's Throne Room: The technology that defines modernity in a developing world

This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research.

My Mum's Throne Room: The technology that defines modernity in a developing world

Dave McCaughanMcCann WorldGroup

Introduction

If you asked a group of mothers what would they miss most from their home if it all disappeared would you really expect them to say the toilet? Well we did that exercise in a few SE Asia cities among the new urban classes and despite their owning TVs and refrigerators, and maybe computers and certainly cellphones the number one answer was the technology that they said defined their home as modern: the western style sit down flushing toilet. This raises the...

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