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The Race to Save – How the emerging affluent are preparing for tomorrow


Fast-growing markets in Asia and Africa are seeing the rise of a consumer class that will play a significant role in the development of consumption-led economies. They are the emerging affluent, and their impact on global growth will be profound. As a leading international banking group operating in some of the world’s most dynamic markets, we want to understand what’s driving this emerging and important consumer class, who will be a key source of future demand for companies around the world.

Fieldwork in Pakistan for this study was conducted by Gallup Pakistan.