Mike Mernagh
Jul 6, 2011

Five things you need to know about that search for the 'global consumer'

Mick Mernagh, chief insight officer, MediaCom Worldwide, has identified five essential ways that consumers in emerging Asian markets differ now and will continue to differ from their counterparts in Western Europe and North America.

Mick Mernagh, chief insight officer, MediaCom Worldwide

1 Outlook

For the past 20 years, consumers in India and parts of China have experienced little but improvement. You could argue that the last two decades have been the best in more than a century. Constant growth has created a great sense of optimism and a sense that anything is possible.

Contrast this with the current mood in the Western Europe and North America and you see that we live in...

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