Infographic: Investing in the Rise of the New Spending Class
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Investing in the Rise of the New Spending Class

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Investing in the Rise of the New Spending Class

Investing in the Rise of the New Spending Class

It’s no secret that the world has been a little down on China.

The world’s most populous country has been the primary engine of economic growth for decades, but recently investor optimism around China has diminished significantly. With a sliding manufacturing sector and lower GDP growth, most mainstream pundits have shifted focus to whether the country will have a “soft” or a “hard” landing.

Ever the contrarian, investor and author Gianni Kovacevic is not one to buy into this Kool Aid.

In his new book “My Electrician Drives a Porsche?”, Kovacevic examines the fundamentals around China and other emerging markets to create perspective on the newest and fastest-growing generation of consumers. Using an allegorical conversation between a doctor and his Porsche-driving electrician, the impact and ripple effects of this new “spending class” are described, affecting everything from the economy to the environment.

We thought the book had some great statistics on emerging markets, and that the easy-to-follow conversation was an effective way at introducing the contrarian way of thinking. Further, the book also outlines an interesting track on how to invest in green energy specifically.

Key Themes

Today’s infographic pulls some of the themes from this book to show who makes up the new spending class, and why their inevitable rise will translate to a blossoming green energy sector. There is much more meat to the book and to avoid spoilers, we’ve left out Kovacevic’s ultimate investment conclusion.

However, here are some of the points that we thought were most compelling:

Millennials

Millennials get a lot of media coverage in the United States. There’s 87 million of them and they have already had a profound impact on the economy. That said, it is incredible to think that the same generation in China is nearly 5x as big with 415 million people. This cohort of millennials (16-35 years old) in China is larger than the entire working populations of the U.S., Canada, and Western Europe combined.

Millennials in China and other emerging markets are nothing like previous generations. For example, in China, millennials have already earned 107 million college degrees, while all other previous generations have combined for a grand total of only 14 million. Newly educated and aware of the modern world through technology, China’s millennials do not want to work in factories or fields.

Spending Class Potential

China’s spectacular growth isn’t coming to an end anytime soon. The country is in 74th place worldwide in GDP per capita with $8,280. This is compared to neighboring countries such as Japan and South Korea, which have amounts closer to $30,000 per capita.

Only 22% of the Chinese population has drivers licenses, yet the country is already the largest auto market in the world with close to 25 million cars sold per year. Imagine how many refrigerators, air conditioners, and other basic comfort products the spending class will be buying over the coming years as their disposable income rises.

Energy

The common denominator of these goods is that they all take significant amounts of raw materials and energy to manufacture. Most of these goods, such as refrigerators or air conditions, require great amounts of energy to constantly power as well.

Today, the average person in China uses less than 30% of the energy used each year by an American. As 400 million people buy these essential goods of human progress and comfort, the energy draw will rise rapidly. Where will this energy come from?

Certainly all power sources will be a part of this energy mix going forward, but China is leaning green the most. Air pollution is so bad in China that it is commonly referred to as the “Airpocalypse”. It’s estimated that pollution kills 4,000 people per day in China, and green energy will help combat this problem.

That’s why China is building 1,000 GW of green energy capacity between 2014 and 2030, which is the equivalent of 90% of the entire current U.S. energy grid.

Tesla Tour

To amplify the message of the book, Gianni Kovacevic is embarking on “The Realistic Environmentalist Tesla Tour” to 32 official cities in North America. This one-of-a-kind, zero emissions book tour will be facilitated by driving a Tesla Model S from Toronto to California. The objective is to enlighten millions of people by illustrating what makes green energy and human progress factually possible while debunking common myths from the validity of electric cars to the future of energy.

Here’s more on the Tesla Tour in his own words:

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Mapped: The 3 Billion People Who Can’t Afford a Healthy Diet

More than three billion people across the globe are unable to afford a healthy diet. See which countries are most affected.

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The 3 Billion People Who Can’t Afford a Healthy Diet

While they aren’t often the focus of news media, hunger and undernourishment are problems plaguing millions of people every day.

According to the UN Food and Agriculture Organization (FAO), more than 3 billion people could not afford a healthy diet in 2020, an additional 112 million more people than in 2019. The increase was partly because of rising food prices, with the average cost of a healthy diet rising by 3.3% from 2019 levels.

As of August 2022, the FAO food price index was up 40.6% from average 2020 levels. Unless income levels increased by a similar magnitude, the healthy diet crisis is likely to have worsened, especially in low-income countries experiencing rampant food inflation.

Using data from the FAO, the above infographic maps the share of people unable to afford a healthy diet in 138 different countries as of 2020 (latest available data).

The Cost and Affordability of a Healthy Diet

According to the FAO, a healthy diet is one that meets daily energy needs as well as requirements within the food and dietary guidelines created by the country.

The (un)affordability is measured by comparing the cost of a healthy diet to income levels in the country. If the cost exceeds 52% of an average household’s income, the diet is deemed unaffordable.

Here’s a look at the share of populations unable to afford a healthy diet, and the cost of such a diet around the world:

CountryPercent of population unable to afford a healthy dietCost of Healthy Diet (USD per Person per Day)
Burundi 🇧🇮97.2%$2.9
Madagascar 🇲🇬97.0%$3.2
Liberia 🇱🇷96.8%$3.9
Malawi 🇲🇼96.6%$3.1
Nigeria 🇳🇬95.9%$4.1
Central African Republic 🇨🇫95.1%$3.6
Guinea 🇬🇳94.9%$4.1
Angola 🇦🇴94.3%$4.5
Congo 🇨🇬92.4%$3.4
Sudan 🇸🇩91.8%$4.3
Mozambique 🇲🇿91.5%$3.2
Democratic Republic of Congo 🇨🇩90.0%$2.1
Sierra Leone 🇸🇱89.2%$2.9
Niger 🇳🇪88.8%$2.9
Zambia 🇿🇲88.0%$3.3
Tanzania 🇹🇿87.6%$2.7
Guinea-Bissau 🇬🇼87.2%$3.5
Ethiopia 🇪🇹86.8%$3.4
Rwanda 🇷🇼86.3%$2.7
Haiti 🇭🇹85.9%$4.5
Sao Tome and Principe 🇸🇹84.7%$3.6
Nepal 🇳🇵84.0%$4.4
Lesotho 🇱🇸83.5%$4.3
Pakistan 🇵🇰83.5%$3.7
Chad 🇹🇩83.4%$2.8
Benin 🇧🇯82.9%$3.7
Uganda 🇺🇬82.2%$2.7
Kenya 🇰🇪81.1%$3.0
Burkina Faso 🇧🇫80.1%$3.3
Laos 🇱🇦79.8%$4.1
Mali 🇲🇱74.3%$3.1
Bangladesh 🇧🇩73.5%$3.1
Egypt 🇪🇬72.9%$3.4
Eswatini 🇸🇿71.8%$3.4
India 🇮🇳70.5%$3.0
Indonesia 🇮🇩69.1%$4.5
Philippines 🇵🇭68.6%$4.1
Jamaica 🇯🇲66.2%$6.7
South Africa 🇿🇦65.2%$4.3
Myanmar 🇲🇲65.1%$4.2
Gambia 🇬🇲64.0%$3.1
Djibouti 🇩🇯63.9%$3.1
Botswana 🇧🇼61.4%$3.7
Ghana 🇬🇭61.2%$4.0
Cameroon 🇨🇲60.7%$2.8
Mauritania 🇲🇷60.7%$3.7
Fiji 🇫🇯60.4%$3.9
Suriname 🇸🇷58.8%$5.7
Namibia 🇳🇦56.8%$3.5
Bhutan 🇧🇹53.0%$5.0
Mongolia 🇲🇳51.4%$5.1
Honduras 🇭🇳51.3%$3.5
Iraq 🇮🇶49.6%$3.5
Kyrgyzstan 🇰🇬49.6%$3.2
Sri Lanka 🇱🇰49.0%$3.9
Senegal 🇸🇳46.0%$2.3
Guyana 🇬🇾43.0%$4.9
Armenia 🇦🇲42.9%$3.2
Tajikistan 🇹🇯42.1%$3.5
Cabo Verde 🇨🇻38.1%$3.6
Belize 🇧🇿36.4%$2.1
Gabon 🇬🇦36.3%$3.6
Nicaragua 🇳🇮35.7%$3.3
Algeria 🇩🇿30.2%$3.8
Vietnam 🇻🇳30.0%$4.1
Colombia 🇨🇴26.5%$3.1
Mexico 🇲🇽26.3%$3.3
Bolivia 🇧🇴24.7%$3.8
Palestine 🇵🇸23.1%$3.4
Ecuador 🇪🇨21.4%$2.9
Saint Lucia 🇱🇨20.6%$3.6
Peru 🇵🇪20.5%$3.3
Iran 🇮🇷20.3%$3.6
Tunisia 🇹🇳20.3%$3.6
Albania 🇦🇱20.1%$4.2
Brazil 🇧🇷19.0%$3.1
Dominican Republic 🇩🇴18.3%$3.9
Panama 🇵🇦18.2%$4.5
North Macedonia 🇲🇰18.0%$3.4
Paraguay 🇵🇾17.8%$3.5
Montenegro 🇲🇪17.5%$3.5
Thailand 🇹🇭17.0%$4.3
Costa Rica 🇨🇷16.8%$4.1
Morocco 🇲🇦16.7%$2.8
Serbia 🇷🇸16.3%$4.2
Jordan 🇯🇴14.9%$3.6
Mauritius 🇲🇺13.5%$3.6
China 🇨🇳12.0%$3.0
Trinidad and Tobago 🇹🇹11.6%$4.2
Romania 🇷🇴8.8%$3.2
Bulgaria 🇧🇬8.5%$4.1
Seychelles 🇸🇨6.8%$3.8
Moldova 🇲🇩6.7%$2.8
Chile 🇨🇱3.8%$3.4
Croatia 🇭🇷3.8%$4.3
Bosnia and Herzegovina 🇧🇦3.7%$4.0
Uruguay 🇺🇾3.6%$3.4
Russia 🇷🇺3.5%$3.4
Greece 🇬🇷3.2%$3.1
Italy 🇮🇹2.9%$3.1
Japan 🇯🇵2.5%$5.8
Hungary 🇭🇺2.0%$3.5
Spain 🇪🇸2.0%$2.8
Malaysia 🇲🇾1.9%$3.5
Latvia 🇱🇻1.8%$3.2
South Korea 🇰🇷1.7%$5.2
United States 🇺🇸1.5%$3.4
Maldives 🇲🇻1.4%$3.9
Estonia 🇪🇪1.3%$3.3
Kazakhstan 🇰🇿1.2%$2.7
Lithuania 🇱🇹1.2%$3.1
Slovakia 🇸🇰1.2%$3.2
Israel 🇮🇱1.0%$2.5
Poland 🇵🇱1.0%$3.2
Austria 🇦🇹0.8%$3.0
Australia 🇦🇺0.7%$2.6
Canada 🇨🇦0.7%$3.0
Malta 🇲🇹0.7%$3.8
Sweden 🇸🇪0.6%$3.3
Portugal 🇵🇹0.5%$2.7
United Kingdom 🇬🇧0.5%$1.9
Denmark 🇩🇰0.4%$2.5
Norway 🇳🇴0.4%$3.5
Cyprus 🇨🇾0.3%$3.0
Belarus 🇧🇾0.2%$3.3
Belgium 🇧🇪0.2%$3.1
Czechia0.2%$3.0
Germany 🇩🇪0.2%$3.0
Netherlands 🇳🇱0.2%$3.0
Finland 🇫🇮0.1%$2.7
France 🇫🇷0.1%$3.2
Ireland 🇮🇪0.1%$2.2
Luxembourg 🇱🇺0.1%$2.7
Slovenia 🇸🇮0.1%$3.1
Azerbaijan 🇦🇿0.0%$2.5
Iceland 🇮🇸0.0%$2.4
Switzerland 🇨🇭0.0%$2.7
United Arab Emirates 🇦🇪0.0%$3.1
World 🌎42.0%$3.5

In 52 countries, more than half of the population cannot afford a healthy diet. The majority of these are in Africa, with the rest located across Asia, Oceania, and the Americas.

By contrast, in four countries—Azerbaijan, Iceland, Switzerland, and the UAE—everyone is able to afford a healthy diet. The picture is similar for most European and developed high-income countries, where more than 95% of the population can afford a healthy diet.

When the percentages are translated into numbers, Asia contains the most number of people unable to afford a healthy diet at 1.89 billion, of which 973 million people are in India alone. Another 1 billion people are in Africa, with around 151 million people in the Americas and Oceania.

While hunger is a worldwide concern, it is particularly acute in African countries, which cover all of the top 20 spots in the above table.

Africa’s Deepening Food Crisis

In many countries across sub-Saharan Africa, more than 90% of the population cannot afford a healthy diet.

Sub-Saharan Africa is particularly susceptible to extreme climate events and the resulting volatility in food prices. Roughly one-third of the world’s droughts occur in the region, and some sub-Saharan countries are also heavily reliant on imports for food.

Russia’s invasion of Ukraine has deepened the crisis, with many African countries importing over 50% of their wheat from the two countries in conflict. The rising food prices from this supply chain disruption have resulted in double-digit food inflation in many African nations, which means that more people are likely to be unable to afford healthy diets.

The Horn of Africa region at the Eastern tip of Africa is particularly in turmoil. All the countries in the region are reliant on wheat from Russia and Ukraine, with Eritrea (100%) and Somalia (>90%) high up in the import dependency chart. Additionally, the region is facing its worst drought in 40 years alongside ongoing political conflicts. As a result, 22 million people are at risk of starvation.

Population Growth and Food Insecurity

In November of 2022, the global population is projected to surpass 8 billion people, and many of the fastest growing countries are also food-insecure.

By 2050, the global population is likely to increase by 35%, and to meet the growing demand for food, crop production will need to double. Given that agriculture is one of the biggest contributors to greenhouse gas emissions, this increase in crop production will also need to be environmentally sustainable.

As the impacts of climate change intensify and food demand increases, reducing food waste, building climate-resilient agricultural infrastructure, and improving agricultural productivity will all play a key role in reducing the levels of food insecurity sustainably.

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How Do Americans Spend Their Money, By Generation?

This interactive graphic shows a breakdown of how average Americans spend their money, and how expenses vary across generations.

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Annual Expenditure in the U.S. by Generation

How Americans Spend Their Money, By Generation

In 2021, the average American spent just over $60,000 a year. But where does all their money go? Unsurprisingly, spending habits vary wildly depending on age.

This graphic by Preethi Lodha uses data from the U.S. Bureau of Labor Statistics to show how average Americans spend their money, and how annual expenses vary across generations.

A Generational Breakdown of Overall Spending

Overall in 2021, Gen X (anyone born from 1965 to 1980) spent the most money of any U.S. generation, with an average annual expenditure of $83,357.

GenerationBirth Year RangeAverage Annual Expenditure (2021)
Silent1945 or earlier$44,683
Boomers1946 to 1964$62,203
Generation X1965 to 1980$83,357
Millennials1981 to 1996$69,061
Generation Z1997 or later$41,636

Gen X has been nicknamed the “sandwich generation” because many members of this age group are financially supporting both their aging parents as well as children of their own.

The second biggest spenders are Millennials with an average annual expenditure of $69,061. Just like Gen X, this generation’s top three spending categories are housing, healthcare, and personal insurance.

On the opposite end of the spectrum, members of Generation Z are the lowest spenders with an average of $41,636. per year. Their spending habits are expected to ramp up, especially considering that in 2022 the oldest Gen Zers are just 25 and still early in their careers.

Similarities Across Generations

While spending habits vary depending on the age group, there are some categories that remain fairly consistent across the board.

One of the most consistent spending categories is housing—it’s by the far the biggest expense for all age groups, accounting for more than 30% of total annual spending for every generation.

GenerationAverage Spend on Housing (2021)% of Total Spend
Silent (1945 or earlier)$16,65637.3%
Boomers (1946 to 1964)$21,27334.2%
Generation X (1965 to 1980)$26,38531.7%
Millennials (1981 to 1996)$24,05234.8%
Generation Z (1997 or later)$15,44937.1%

Another spending category that’s surprisingly consistent across every generation is entertainment. All generations spent more than 4% of their total expenditures on entertainment, but none dedicated more than 5.6%.

GenerationAverage Spend on Entertainment (2021)% of Total Spend
Silent (1945 or earlier)$2,0274.5%
Boomers (1946 to 1964)$3,4765.6%
Generation X (1965 to 1980)$4,6945.6%
Millennials (1981 to 1996)$3,4575.0%
Generation Z (1997 or later)$1,6934.1%

Gen Zers spent the least on entertainment, which could boil down to the types of entertainment this generation typically enjoys. For instance, a study found that 51% of respondents aged 13-19 watch videos on Instagram on a weekly basis, while only 15% watch cable TV.

Differences Across Generations

One category that varies the most between generations and relative needs is spending on healthcare.

As the table below shows, the Silent Generation spent an average of $7,053 on healthcare, or 15.8% of their total average spend. Comparatively, Gen Z only spent $1,354 on average, or 3.3% of their total average spend.

GenerationAverage Spend on Healthcare (2021)% of Total Spend
Silent (1945 or earlier)$7,05315.8%
Boomers (1946 to 1964)$6,59410.6%
Generation X (1965 to 1980)$5,5506.7%
Millennials (1981 to 1996)$4,0265.8%
Generation Z (1997 or later)$1,3543.3%

However, while the younger generations typically spend less on healthcare, they’re also less likely to be insured—so those who do get sick could be left with a hefty bill.

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