People and prosperity

Video: Take a closer look at the emerging market middle class

Find out what emerging-market middle-class consumers plan to do with their increasing spending power

The rapidly growing middle class is a key driver of economic growth across emerging markets. As their wealth increases, emerging market middle-class consumers are becoming increasingly powerful, having a profound impact on the global economy. Find out what some of these consumers plan to with their increasing spending power.

The findings in this video come from an independent survey we commissioned of 5,000 affluent and emerging affluent consumers across five of our key markets – Indonesia, India, Nigeria, Ghana and Kenya. Our survey shows that a majority of consumers (between 54 and 91 per cent) expect their personal financial position to improve in the next five years.

See our media release