Page 47 - Global EM Granola Best Practice Book - Draft Version 24
P. 47
Strivers
EM-Specific Insight
• Strivers are not content to ‘get by’, actively
pursuing a place in the emerging middle class
• They aspire to a quality of life and experiences
associated with developed world
• However, they have a zero sum budget – one in
one out – so very conscious of every purchase
and getting value is a must
• Health is a key tension in helping them to
succeed, access to the right nutrition that gives
them an edge – to provide themselves and their
family a level of advantage
