Decoding the Next Billion Consumers

A billion consumers around the world—neither affluent nor poor—spend just over $1 trillion a year. As much as a third goes for trading up to better products and premium brands. Yet most consumer businesses don’t know how to reach them or serve them profitably. Drawing from their survey of 15,000 next-billion consumers, the authors discuss how companies can achieve sustained competitive advantage by understanding the ways in which the next billion differ from consumers in other segments.