INTRODUCTION
We live in times characterized by change and volatility, yet as
businesses we need to make investment decisions that will equip us
to serve markets and consumers as they will be in 10 years time and
beyond. This report is ambitious. By drawing together insights into
economic and demographic trends, considerations of finite resources
and sustainability, and the ever more dramatic impact of technology
on our daily lives, it sets out to make some predictions about how
our attitudes and patterns of consumption will change over the next
decade.
Of one thing we can be certain, consumer values, needs and
behaviors will continue to evolve. The effects of the global
recession of 2008-09 that rattled consumer confidence around the
world will continue to be felt in years to come. Significant as it
is, however, the recession is but one of several developments that
will have long-lasting impact on consumers. A new middle class is
being born in emerging economies
