Generation A to fuel growth
‘Generation A’ is the latest buzzword to describe the emerging market populace, which are touted to become the most influential generation in recent world history, according to Macquarie Group analysts.
Generation A consists of aspiring urbanities moving to, and living in rapidly expanding city centres in the emerging market economies.
They are typically described as “the emerging market baby boomers”, and unlike their Generation Y counterparts, are made up of highly productive, hard-working individuals.
Macquarie Research Equities equity strategist Stewart Ferns said Gen A is fuelling the urbanisation and industrialisation of emerging economies and therefore the drivers behind global growth.
“The mega-trend in the global economy right now is the rise of Generation A. This year, for the first time in history, the world’s urban population will equal the rural population,” he said.
“The sheer size and scale of demand for power and infrastructure going forward is beyond anything we have ever seen.”
According to Ferns, the rapid expansion of Gen A in China will result in more than 200 cities with more than one million inhabitants by 2025, compared with 35 in Europe today.
In an effort to target the growing Gen A market, Macquarie Research Equities has launched the Macquarie Emerging Markets Infrastructure and Development Index, which tracks infrastructure spending in emerging economies.
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