the-rise-of-generation-a

The rise of Generation A

As people in Asia and other emerging markets get richer, the strategies being devised to profit from the effects of their wealth are becoming more surgical.

Nick Ferguson

June 05, 2008

Macquarie is launching an emerging markets infrastructure and development index that capitalises on rapid urbanisation in Asia and Africa. It is a timely move. This year, the world's urban population will equal the rural population for the first time, driven by a growing middle class û a group of people that Macquarie is calling Generation A.

A is for aspiration. These are people, says Macquarie, with an annual income of $3,000 to $5,000, who have moved to a larger city and for the first time own things such as mobile phones and fridges, and are considering buying their first car and taking their first holiday. They plan to send their kids to university and want...

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