With recent demographic shifts rapidly changing the behavior of consumer markets, Harvard Business Review argues that they are integral to understanding emerging markets as a whole.
The Review, per a recent report by the MicKinsey Global Institute, identified three key groups with the power and population to control purchasing power in the coming years.
The report outlines the key groups as:
- 60-plus age group in the United States, Western Europe, and Northeast Asia.
- China's working-age consumers age 15-19
- America's working-age consumers
Read in greater detail at Harvard Business Review.