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GLOBAL 2016: Middle class feels determined to improve life

The middle class has learned a lot during this crisis period. They are treating it differently from past crises, when they would wait for the government to act or until the crisis ended. Now these people are much more aware of what is happening, of their own goals and of society. And I have seen research that says these people are optimistic about their own lives. I believe that they feel less dependent on the government than in the past. They believe that they’ve achieved success so far because of their own initiative, and the help of family or friends, not the help of government. They are determined to keep moving ahead regardless of what is happening with the country.
 

Cleber de Almeida
Planning Director
Ogilvy & Mather
Cleber.Almeida@ogilvy.com