Das große Blinzeln

CHICAGO – Das weltweite Wachstum wird in den nächsten Jahren wahrscheinlich gedämpft bleiben, da die Industrieländer damit zu kämpfen haben, ihre Haushalts- und Staatsbilanzen in Ordnung zu bringen, und die aufstrebenden Märkte dabei sind, sich von ihrer Abhängigkeit von der Nachfrage der Industrieländer zu befreien. Während diese Aufräumarbeiten nach der Großen Rezession fortschreiten, ist eines klar: Die globale Nachfrage wird in Zukunft durch die Milliarden von Konsumenten in Afrika, China und Indien entstehen. Doch wird es einige Zeit in Anspruch nehmen, diese Nachfrage zu aktivieren, denn was derzeit auf der Welt für die Konsumenten der Industrieländer produziert wird, kann nicht einfach an die Verbraucher in den Schwellenmärkten geliefert werden, vor allem nicht an die ärmeren unter ihnen.

Wenn wir über Milliarden von neuen Konsumenten reden wollen, anstatt über die Millionen, die über ähnliche Einkommen wie die Mittelschicht in den Industrieländern verfügen, müssen wir erkennen, dass viele Konsumenten in den Schwellenmärkten wesentlich geringere Einkommen haben als die Verbraucher in den Industrieländern und unter vollkommen anderen Bedingungen leben. Sie haben andere Bedürfnisse, und die Hersteller weltweit haben sie bis vor kurzem großenteils ignoriert.

Doch die Zeiten ändern sich. Immer mehr konzentrieren sich die Hersteller auf Menschen die, wenn sie sich nicht auf der untersten Stufe der Einkommenspyramide befinden, zu den Massen in der Nähe der Basis gehören.

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