Building trust with the next billion

The next billion consumers will come from low-income markets in China, India and Brazil, and also emerging economies in Africa, Latin America, Central Asia and the ASEAN regions.

Building trust with the next billion

Nandini Das Ghoshal and Trisha VarmaInsights & More, Singapore

Low-income and emerging markets are the focus of consumer product companies with big growth ambitions. The next billion consumers will come from these markets. This billion will include not only the lower-income consumers in China, India and Brazil, but also the newly emerging economies in Africa, Latin America, Central Asia and the ASEAN regions.

One of the brand-building imperatives in these markets is the establishment of trust between the brand and the consumer. (This article largely refers to foreign brands that want to...

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