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Are you looking for the African middle class?



Everyone’s talking about the size of the Africa’s middle class. To get a reliable estimate of the size, we need to define the middle class in the context of Africa. That’s actually a much more difficult question to answer than it seems.

While some experts or organizations define the middle class by income, others define it by lifestyle, others say it’s a state of mind. The debate on the middle class has attracted interest from multinational businesses, international organizations and researchers. However, no one has actually looked into what the main actors – the people – think about it, until now.

Read the full article on Esomar


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