Rick Boost Olivia Parker
Dec 22, 2017

Asia's middle-class is growing and you need to adapt

Co-CEO of Ogilvy & Mather Asia-Pacific says to prepare

The growth of the middle class is currently reaching dizzying levels worldwide, with studies solidly affirming that it is at an all-time high, with hundreds of millions joining the demographic every year.

Nowhere is this truer than in Asia, where up to 88% of next year's new members of the middle-class are expected to hail from. Swiftly emerging markets such as Vietnam and Indonesia are lifting entire sections of society into new economic and social brackets.

In this Campaign Short, Kent Wertime, APAC co-CEO of Ogilvy & Mather voices how the huge class surge in Asia, and growth in general, is something that people in marketing need to be quick to adapt to. Wertime draws special attention to how the conversation with the consumer will also change.

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