Migration continues to occur intensively, making the global consumer market more diversified and interconnected. In some countries, foreign citizens have become an integral part of the labour force and driver of population and consumer market growth. As the foreign populations are becoming more affluent, brands need to establish real connections with multicultural audiences in order to remain relevant in the future.
Migration continues to be on the rise globally, as more people seek economic opportunities, education and a better living environment beyond their country borders or decide to leave their countries due to war, political turmoil, or persecution. It is a key population trend which drives the global consumer market to become increasingly globalised and interconnected.
The migration trend is highly uneven across countries, with developed markets remaining the major recipients of immigrants. However, south-south migration, ie the migration flows between developing countries, is rising fast. As income differentials between developing countries are relatively modest, proximity and networks are often the major determinants of south-south migration.
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