Purchase power is shifting

What will "wealth migration” mean for procurement and supply?

Emerging economies in Asia are projected to play a dominant role in global economic expansion.

Forecasts suggest that the Asia-Pacific region could account for more than half of the world’s new wealth by 2028 as its economies grow and productivity rises relative to advanced economies. This reflects the sustained growth seen in countries such as China and India, and it is expected to come with a continuing shift in wealth creation toward Asia’s burgeoning middle and affluent classes. 

And wealth creation in Asia is already outpacing other regions in high net-worth segments. Reports indicate that the continent is set to host a significant share of new high-net-worth individuals, reinforcing its rising economic clout and latent domestic consumer markets. Yet intra-regional wealth mobility is harder to predict. With the spectre of economic and even military conflict looming in the region – particularly over Taiwan – capital flight and wealth migration of the kind sparked by other geopolitical crises may yet follow.

Addis Ababa, the financial centre of Ethiopia, which has one of the fastest growing economies in world

Sub-Saharan Africa, while starting from a lower base, is expected to see some of the fastest regional growth rates over the next decade, supported by high population growth and expanding high-net-worth populations. Although its wealth levels remain modest by global standards, Africa’s economy and private wealth sectors are expanding faster than those in advanced economies, with projections of substantial growth in the number of millionaires and wealth hubs.

“Africa’s economy and private wealth sectors are expanding faster than those in advanced economies.”

“As we move to 2050, we have to make some assumptions about the state of the world. If the new normal is chaos, we may see a dis-integration of the globalisation era and a procurement and manufacturing capability based on increased localisation,” says CIPS global economist Dr John Glen.

"However, with the emergence of Africa and the continued growth of Asia,  the economic benefits of a new globalisation as opposed to regionalisation will prove to be too attractive,” he adds. “In this context, the identification of procurement opportunities in a global context and the creation of resilient supply chains will be the key challenges procurement professionals will face. One can only hope that they are allowed to do so in a geopolitical environment that is significantly better than that which exists now.”

An infographic titled 'GDP per capita (PPP) in USD' showing the evolution of consumer behaviour as wealth increases. It tracks the shift from price-driven informal retail at under $5k, through the emergence of local and global brand awareness, to a mature market over $30k dominated by premium lifestyle branding and a coexistence of local and international brands.

In terms of the types of goods that will be demanded, emerging and middle-income countries follow a predictable path. Outlined in the table above


Yet despite these shifts, global inequality is projected to persist into 2050. Under business-as-usual scenarios, the poorest half of the global population is estimated to see only modest gains in income share, with the richest one per cent’s share remaining elevated. Such estimates underscore that regional growth alone will not materially rebalance global wealth distribution without accompanying policy changes.

What will "wealth migration” mean for procurement and supply?

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And as with migration, the current public debate on this topic often overlooks the potential impact of climate change and the vast changes it may entail. Many of the fastest-growing economies of recent decades, for instance, are set to be hardest hit by rising temperatures and extreme weather – with key countries like India, Bangladesh, Nigeria and Turkey all facing very different economic futures if even more moderate projections of climate impacts prove accurate.

At the same time, the global energy transition promises radical shifts in the wealth and investment flows between countries that formerly relied on fossil fuel extraction to enrich themselves. Already wealthy OPEC countries like Saudi Arabia and the UAE are taking bold steps to diversify their economies in time for an age where influence on global oil prices is no longer the powerful lever it was for much of the 20th century. 

 

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