Who will be the Kraft foods for the emerging middle class? And how must they be different?

The middle class in emerging economies is growing by leaps and bounds. McKinsey has some pretty huge numbers estimating the size of this market.

Furthermore, they quote a study saying that the 1925 market leaders – at the time the European and American middle classes grew like this – were still the leaders at the end of the century.

A huge opportunity for business in other words. However it is also a huge opportunity for a change in the patterns of consumption. It is arguably a large, affluent middle class t puts the largest pressures on for example environment, health care, etc. (the rich are too few to matter). Only if we manage to grow the emerging middle with a different set of behaviors (public transport, less meat, sustainable travel) will this not be a huge threat.

Hopefully the Kraft Foods of the emerging middle will have a completely different set of desirable behaviors to sell.


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