BCG’s latest research reveals significant differences between the rapidly growing market of middle-class and affluent consumers in small cities and their counterparts in big cities. Consumers in smaller cities are more likely to increase spending and trade up than their big-city peers. But the attitudes and spending behaviors of small-city consumers also differ regionally. Multinational brands that can respond quickly to this new and complex market will reap huge benefits. Those that don’t will leave an opening for their competitors.
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