VL Døgn 2013: Here Comes the Middle Class

Sixty-five million people are moving from the country to the city annually, and most of them are in Asia. That will create a massive growth in the middle class in the coming years, and companies need to start taking the Asian consumer seriously. But companies also need to be ready for a long, hard battle, because winning the hearts and wallets of this new market will not be easy, says Richard Dobbs, Director for the McKinsey Global Institute (a part of the McKinsey consulting) and an expert in global economic trends.