Ten global macro trends | Key4Communications |

Euromonitor has identified ten global macro trends for the next five years, on the grounds that "the world will become smaller, more aged, more city-focused, more cautious and more polarised between the rich and poor. The climate will change, food prices will rise and economic power will shift from West to East. "

Considering these factors, the emerging trends are:

1. An uncertain future. Both the political and the economic uncertainty are at their highest level for years, and it is expected that this situation will continue, leading to greater caution on the part of consumers when deciding on a purchase.

2. The emerging middle classes. The expansion of the middle classes in developing markets has been one of the key outcomes of economic growth: huge swathes of these people are coming out of poverty and building a increasingly demanding and sophisticated consumer base.

3. The disaffected youth. One of the key outcomes of the recession in advanced economies is the lack of decent prospects for young people, who face high unemployment, increased education costs, lack of affordable housing and the burden of having to support in the future an increasingly aging population.

4. The rich / poor divide. Inequality has been in evidence for years now, but it is becoming a source of instability and social media. The reasons for inequality include changes in employment patterns, disproportionate wage increases, technological progress, urbanisation, government policies and demographic factors.

5. The climate challenge. The increasingly erratic weather patterns and rising sea levels will be one of the greatest threats to the populations in the next five years and beyond. In particular, droughts and floods will continue to cause havoc with food crops, affecting food prices.

6. An ageing world. The combination of low birth rates and longer life expectancy is driving the ageing process, which will affect the future prospects of economic growth, reducing the labor force and the rate of savings and investment. It will also increase public expenditures related to increasing age.

7. The urban transition. Although urbanisation is another long-term trends, the pace has accelerated dramatically in recent years. The growth of the city has reached unprecedented levels in emerging markets. The exodus from the countryside to the city is largely driven by a desire for economic empowerment.

8. People on the move. As the world becomes smaller and travel is cheaper and with fewer restrictions, more people are choosing to live, study or work abroad. Migratory movements have a significant impact on economies, traders and consumers. Of course, greater ethnic diversity offers advertisers a lot of opportunities.

9. A more connected world. Internet is increasingly accessible through phones and tablets, as consumers seek comfort and mobility. Nearly a third of online consumers have Internet access on their mobile phones. Social media such as Facebook and Twitter, are changing the way people interact. A successful social media strategy is a priority for companies worldwide.

10. China goes global. The foreign investments in China previously concentrated in developing countries and a handful of developed and resource-rich economies, such as Australia and Canada, but since 2008 the focus of Chinese investors has begun to shift to North America and Europe. Several Chinese brands have entered the world stage, and experts expect Chinese companies' investments to grow significantly in the next decade.