By classifying all households in the world into one of these four groups, using income and expenditure surveys from 188 countries, we are able to derive measures of the global distribution of income. This middle class story is probably bigger in terms of the number of people affected. In the world today, about one person escapes extreme poverty every second; but five people a second are entering the middle class. The rich are growing too, but at a far smaller rate (1 person every 2 seconds). Why does it matter that a middle-class tipping point has been reached and that the middle class is the most rapidly growing segment of the global income distribution? Because the middle class drive demand in the global economy and because the middle class are far more demanding of their governments.
Consider the structure of global economic demand. Private household consumption accounts for about half of global demand (the other half is evenly split between investment and government consumption). Two-thirds of household consumption comes from the middle class. The rich spend more per person, but are too few in number to drive the global economy. The poor and vulnerable are numerous, but have too little income to spend. For most businesses, the sweet spot to target is the middle class. This has long been true in individual advanced economies; it is now true on a global scale. The new middle class is predominantly Asian—almost nine in 10 of the next billion middle-class consumers will be Asian—but they are spread out in China, India, and South and South East Asia. In most countries, there is a clear relationship between the fate of the middle class and the happiness of the population. According to the Gallup World Poll, new entrants into the middle class are noticeably happier than those stuck in poverty or in vulnerable households. The tipping point in the world today offers opportunities for business but complications for policymakers.
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