Posts Tagged ‘water level’

The end of the global middle class: A more frugal world?

The past half decade‘s worth of financial crises and increasing scarcity of resources have led to an increasing equalization in the global water level. Instead of the high tide that would lift all boats, the leveling off of growth is leading to an entirely different equation of purchasing power parity. Tomorrow’s equilibrium seems to imply a more frugal world. ~ Niti Bhan, 2012

I wrote this concluding paragraph just over 3 years ago. Today, I look at research from Pew that informs me the great American middle class has declined by half. An article on the Indian middle class claims they’re actually the world’s poor. And the mythical African middle class emerges, floats and sinks, sometimes all at once in the same article.

Water has found its level, and its barely staying afloat.

If indeed the global demographics are changing such that what was formerly considered the “middle class” by the metrics of the day do not apply anymore, would it not make more sense to rebase and then assess who is in the middle than to go chasing the golden children of the boom years long past?

Or, one could just stop looking for these unicorns everywhere and take the trouble to study the people who are the majority in these markets.

Either way, what was is over and what’s emerging is more frugal world with thinner wallets, fewer bank accounts and propensity to pinch their pennies. The data demonstrates it clearly enough.