• 6 min read
• Published on 25 July 2025
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View the full Basket:Rising Consumer Class
If you spend your days watching the FTSE 100 or the S&P 500, you could be forgiven for thinking the world of investing is a rather dreary affair these days. We fret over fractions of a percentage point in interest rate changes and dissect every word from central bankers as if they were ancient prophecies. It’s all a bit… predictable. To me, it feels like we’re all staring intently at a flickering candle while a bonfire is roaring away just over the horizon.
That bonfire is the single greatest economic shift of our lifetime. It’s the story of billions of people across Asia, Africa, and Latin America joining the global middle class. This isn't some theoretical, academic concept. It’s a tidal wave of new spending power, and it could reshape which companies lead the world for decades to come.
View the full Basket:Rising Consumer Class
What makes this transformation so potent is that it’s happening in a completely different way to our own economic history. We went from cash to cheques, to credit cards, and then, finally, to tapping our phones. It was a slow, gradual process. The new consumer in emerging markets is skipping all the boring middle steps. They are going straight from a cash-only existence to a fully digital one, all through the smartphone in their pocket.
Think about it. In places like Kenya, mobile money transactions have reportedly outstripped the country's entire GDP. In China’s big cities, trying to pay with physical cash can earn you a funny look. This digital leap has made previously invisible economies suddenly visible and accessible. Companies that understood this early are reaping the rewards. Latin America’s MercadoLibre and China’s Alibaba are not just online shops, they are entire ecosystems built for a mobile-first consumer who never had a credit card.
View the full Basket:Rising Consumer Class
Here’s the part that I find most fascinating. You might assume that a person’s first taste of disposable income would be spent on purely practical things. And while that’s partly true, there’s also a huge appetite for luxury. It seems that one of the first things people want to buy is a symbol of their newfound success.
This is why luxury giants like LVMH are seeing some of their fastest growth not in Paris or Milan, but in Shanghai and São Paulo. A Louis Vuitton bag or a pair of Nike trainers becomes more than just an item, it’s a statement. It’s a way of saying, “I’ve made it.” This creates a strange paradox where established Western consumers are becoming more value-conscious, while emerging consumers are driving the profits of the world’s most premium brands.
View the full Basket:Rising Consumer Class
Of course, none of this happens without the right infrastructure. For every flashy purchase on an app, there’s a less glamorous but utterly essential business making it possible. This is the world of digital payments and semiconductors. Companies like Taiwan Semiconductor are manufacturing the chips that power the very smartphones enabling this revolution. Payment platforms in places like Brazil are bringing millions of small merchants into the formal economy for the first time.
These are the picks and shovels of the digital gold rush. They may not be as exciting as the latest consumer brand, but their role is fundamental. As this trend continues, the demand for more powerful chips and more seamless payment networks could only grow. It’s a complex picture, of course, which is why looking at a curated group of companies, like those in The Rising Consumer Class basket, can offer a more focused perspective on this trend.
Investing in these markets is not a one-way bet, mind you. There are very real risks. Currencies wobble, politics can be unpredictable, and local competition is fierce. But the sheer demographic force is undeniable. While we in the West worry about stagnation, a huge portion of the world is just getting started. And for an investor, that’s a story that’s very hard to ignore.
View the full Basket:Rising Consumer Class
View the full Basket:Rising Consumer Class
View the full Basket:Rising Consumer Class
View the full Basket:Rising Consumer Class
View the full Basket:Rising Consumer Class
View the full Basket:Rising Consumer Class
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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