Admin & Clerical Jobs
The Emerging Middle Class is a rapidly-growing global market of consumers newly entering the middle income group
EMC consumers living in different parts of the world, have different contexts and aspirations, and hence have different needs in comparison to the traditional customers
IN: India ID: Indonesia PH: Philippines VN: Vietnam
The population of Unskilled Labour surveyed in 2014 includes General Labour, Agriculture, and Domestic Helper jobs
Anil, aged 28, works as a Rickshaw driver, and earns about USD250 a month
His wife used to work as a janitor in a local school to supplement the family’s income but has stopped ever since she got pregnant. Being the sole breadwinner of the family, he is worried about adequately supporting his family.
He hopes to buy his own taxi so that he can potentially double his income. He is considering taking a loan to fulfill this dream.
Huan, aged 19, is about to complete his school in Myanmar. His father works in a garment factory and he has a younger sister who is in primary school.
Huan wants to go to university so that he can become successful and rich. He has heard that computer skills are highly valued and wants to learn computers at university.
He wants to complete his education so that he can also afford his sister quality education and help his father retire peacefully. He has recently started working in a restaurant so that he can gather the funds needed for university.
Ho Chin Minh City, Vietnam
Ngoc works as a construction worker in Vietnam. He earns about USD200 per month. This amount was usually enough to sustain his family when his children were young.
However, since his children have started going to school, he has been finding it difficult to make ends meet. He recently heard about a new project in Singapore that pays a lot more than his current job.
He is planning to take up this opportunity although he does not want to leave his wife and children behind for so long.
Joy, aged 32, is an entrepreneur in Philippines. She owns a shop in Manila. She is divorced and lives with her 10 year old daughter.
Her daughter was recently diagnosed with a thyroid condition that needs life-long medication. The medication is expensive and Joy is not sure if she will be able to afford it in her current capacity.
She is considering selling her jewelry so she can support her daughter temporarily. Over time, she wants to expand her current business so it can be more profitable. She however has little expertise in managing a large business and is wondering if she should join someone else’s existing business.
Bao, aged 28, is working in a design house as a tailor. He went to a vocational school to train in design. He has always dreamed of having his own design house. However, he cannot take the risk of forgoing his current salary.
He feels that if he can get can get a degree in design from a good foreign university, he stands a better chance of being more successful in this field.
Bao is currently exploring his options but finds it difficult to get the necessary course information as most of his peers have never been to university. He is wondering if there are other designers in Shanghai who might be able to help him in making the decision of choosing a good university for design.
Niran is working in the Royal Thai police force. He is 24 and earns USD300 every month. He lives with his parents in Bangkok.
The current political crisis in Thailand has made him feel disillusioned about the government and his own chances of success. He now wants to move out to other regions in South-east Asia. However, as a civil servant, he feels his career mobility is rather limited.
In addition, he is not proficient enough in English to shift out of Thailand. He is considering joining English classes alongside his job. He is looking for an affordable and accessible way to learn English and enhance his career prospects.
EMC consumers aspire to emerge from the poverty cycle to enjoy better means of living
Eden Strategy Institute and the EMC Initiative
The links to our press coverage are listed below:
Eden Strategy Institute is convening a series of in-depth EMC market immersions and joint innovation labs in 2014-15 for multinational corporations, to enable best-of-breed partnerships to develop Asia's EMC markets. Please contact us to express your organization's interest in participating.