• Unless consumption patterns of the emerging middle class in developing countries change, bottle necks in food and energy are very likely, along with increasing environmental degradation. 
  • e.g. new energy users will have profound implications for the price of oil, coal and other fuels, as well as for concentrations of greenhouse-gas emissions in the atmosphere and the resulting climate change and will ultimately diminish the livelihoods that we are trying to improve.
• Asia's influence on the global consumer culture is growing. Prosperity among many young Chinese people will have a long-term effect on market trends not only in Asia but also in the USA and Europe.
  ​| Related Megatrends: Geopower; Inequalities; Natural resources
• Since women drive 70-80% of all consumer purchasing – either by direct purchases or influence – their education in responsible consumption could change patterns.
  | Related Megatrends: Inequalities; Education

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