Bill and Melinda Gates Foundation: Tomorrow’s consumers
Over 45% of the world lives on $2 a day, yet by 2025 may of them will be middle class. The Gates Foundation wanted to understand what this transition will look like.
The pace of development in India and Africa means that many of the people at the ‘base of pyramid’ will be middle class by 2025, yet this development has not been mapped. The Gates Foundation commissioned ethnographic research to look at current behaviours, to figure what tomorrow’s consumers will want and need.