Pathways to Consumer Insight
In 1900, only a tenth of world population lived in cities. Now the figure is well over half, and it looks like rising to three-quarters within another 30 years. Just 17% of Americans live outside metropolitan areas. Already more than 75% of the Japanese are townies, and the European figure is closing fast on 80%. Urbanization is increasing virtually everywhere, (except Switzerland, for some reason). The agreeable myth of country living is becoming a thing of the past, and nowhere is this truer than in the UK, which already sees an astonishing 90% of population living in towns. (Source: Pi, The Economist, Various.)
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