Dive into the evolving behaviors of middle-income consumers as we approach 2025 and beyond, exploring three distinct archetypes—New Blue Collar, New Urban Residents, and Second-Tier City New Rich — each navigating unique financial pressures, from cyclical incomes to childcare costs and identity fragmentation.  

Discover how pervasive anxieties around job security, restricted freedom, and social validation are reshaping consumption patterns, driving polarization between cost-effective pragmatism and emotional spending.