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Changes in the middle classes and their impact on purchases and consumption

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Changes in the middle classes and their impact on purchases and consumption

The emergence of the middle class was one of the elements that decisively changed consumer habits and implied the emergence of new and many market niches. Historically, the emergence of the middle class was very important because it meant both changes in the structure of society and pushed political changes such as the establishment of democracy. In terms of consumption, it was the middle class that made department stores, tourism or the consumption of books reach what it is today. The 20th century was the great century of the settlement of the middle class. The 21st century could be that of its disappearance or, at the very least, that of the change in what it means to be or not to be a middle class and therefore that of the disappearance or mutation of the largest group of consumers. The economic crisis is what has served as a blow (for some mortal, for others simply modifier) ​​of the middle class. The latest statistics ensure that the upper class and the lower class are increasingly separated in Spain, which translates into a thinning of the social fabric considered middle class. The adjustments of austerity policies could also have an impact on the future and active mobile numbers data pakistan on its social structure since, as some experts claim, education and public health are the elements that serve as levelers and ensure a certain social justice that allows existence of the middle class and social changes (that, for example, a citizen can move up the social scale) But the disappearance of the middle class as it is known will also modify consumption patterns and will make citizens buy differently and brands will have to reach consumers in a different way. One of the first changes seen in all cities was the boom and bust of business models that had already existed but that grew exponentially in recent years. The crisis years were, for example, the years of the great expansion in Spain of Primark. The company has in fact concentrated in Spain 30% of its openings since 2006 (years before the economic crisis) and has presented growth rates of 40% in its turnover figures in the country, as published by Modaes . And the company, which when it opened in Spain was located in peripheral areas and in shopping centers, is also attacking city centers. Its next grand opening is expected in the middle of Madrid’s Gran Vía. But it is not the only fashion brand that has made low cost its hallmark and that has been growing in a striking and spectacular way.


The years of the crisis have also been the years of Chinese fashion brands, which have become a benchmark in Spain and have managed to forget certain connotations of made in China with good prices, trend designs and premium locations. But the change in consumption has not only affected fashion. Consumers want cheaper products and are prioritizing low cost issues over other items. This explains, for example, that Eroski has fallen during the crisis years and has had to reduce staff ( accusing the debt of its expansion in the pre-crisis years) while chains such as Lidl or Mercadona became the queens of the retail sector. supermarkets. After all, Mercadona’s motto is ‘always low prices’. In 2013, Lidl wasthe fastest growing supermarket chain, followed by Mercadona and Dia. And supermarket chains have also seen how weekly and monthly purchases in a big way disappeared in favor of purchases little by little to be more efficient in spending. All sectors have seen consumption patterns change and the future could present even more changes. What is now middle class The big question that sociologists – and those responsible for reaching consumers – ask themselves is whether that middle class still exists, if economic and consumption changes show that it has disappeared forever – or if it will recover in the future – and if tomorrow passes through a different middle class or a different Forex Email List and consumption structure. Is the 21st century the return of societies in which two large groups confront each other: the upper class and the working class? This seems to be demonstrated by an article by MarketingLand , which takes British demographic figures and the strategies that some brands are carrying out to reach consumers. The premise from which the article starts is simple: the social structure has changed. British society is now divided, they say, between the 1% of the economically privileged (that group of society with the highest income ratios and who can spend more) and between a new working class , which continues to see itself like the middle class of yesteryear but which looks much more like the proletariat used to be (yes, society would have reverted to the nineteenth-century dichotomy). This 1% is the target of the big brands, they say, with their big campaigns and with their individualistic messages (they put as an example a campaign by a bank that uses the slogan ‘your own economy’), compared to the remaining 99% that although he is still concerned about the same things as before the crisis (the mannerisms of the middle class, they call them), it is the same social group in which what marks its existence is its need to work.

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