Understanding life in emerging markets and rapid-growth cities
In the next two decades most of the world's growth is expected to occur in today's emerging markets.
By 2050 it is anticipated that two-thirds of the world's population will live in urban areas. Developing countries such as Brazil, Indonesia and Nigeria will have transformed their economies, gaining a larger middle class with increased purchasing power. This will create important new consumer markets, each with much more ethnic and cultural diversity than the long-established middle class markets in the West.
A WARC paper (Sinha, 2016) predicted that, over the next decade, half...