Demographic shifts are having a profound effect on consumer markets around the world, which will require brands to focus on three key groups of consumers over the next 15 years, according to recent analysis from McKinsey.
Richard Dobbs, Jaana Remes and Jonathan Woetzel – all senior executives at the global management consultancy – highlighted some findings from the McKinsey Global Institute in an article for the Harvard Business Review.
They predicted that per capita spending will be the engine of consumption growth over the next 15 years, as the rate of global population growth slows, and that certain groups of consumers will drive future growth.
With population growth expected to account for just one-quarter of global consumption over that time, they argued that brands will need to build up a much more detailed picture of these essential consumer groups than ever before.
Bron en volledig artikel: Warc