Beyond The Crazy Rich: A New Consumer Segment in ASEAN

Southeast Asia has a new consumer mega market segment, and they are far more nuanced than the lavish spenders and high-net-worth individuals portrayed in the hit movie Crazy Rich Asians. We speak to Aparna Bharadwaj, Partner & Managing Director in BCG Singapore about the Mass Affluent segment, why retailers should be paying them attention and how important they are to virtually all consumer product companies, not just luxury brands.