Mark Klaus

Global Consumers: Riding the Wave of the World's Growing Middle Class

Mitch Barnes, Mark Klaus, Justin Leung, Vimal Shah, Amit Singhalai

Driven by rapid growth in Asia and the emerging potential of Africa, the global middle class is shifting toward markets where local firms outpace multinationals through agile, hyper-localized strategies. Successful entities now prioritize product adaptation, such as smaller packaging and culturally relevant flavors, while leveraging mobile technologies to bypass traditional infrastructure deficits. The summary highlights that future market leadership requires balancing global scale with deep regional integration, moving beyond one-size-fits-all approaches to address distinct demographic and economic realities.