The drive to get ahead. To do better – than the rest, than yourself. To become a better person, and make sure everyone sees it. That impulse is as old as human nature, and ultimately driven by the eternal quest for social status. And it’s not going away.
Indeed, in 2017 the global aspiration race is only a fraction of the size it will be in the coming decades. That’s because of the rapid emergence of a truly global middle class: people across the globe whose basic needs are met and who will turn their attention to the status race. And the majority of people joining this new middle class? Hundreds of millions of newly-affluent consumers in China and India.
The Growth of a Truly Global Middle Class