Stop Seeing the World as Just Rich vs Poor

A global retailer once split its market into “domestic” and “international,” pouring resources into Europe and North America while mostly ignoring Africa and Asia. Regional managers in Asia wondered why growth stalled despite rising incomes in their markets. It wasn’t until a new market analyst introduced the four-level income framework that the company saw the truth: most of the world’s population lived in middle-income tiers.

By recategorizing 80% of humanity into Levels 2 and 3, the team discovered millions of potential customers ready to upgrade from basic goods to mid-range products. Within six months, they tailored a line of affordable motorcycles for Level 2 markets in Nigeria and Vietnam, boosting sales by 35% in those regions.

This simple shift from a two-box mindset to four dynamic tiers transformed stagnating divisions into growth stars. It proved that ditching the rich/poor dichotomy reveals new opportunities and more relevant strategies. As with any data tool, the key is to compare actual spreads, not just averages. It’s not about two separate worlds, but a continuum where the largest buyers sit in the middle.

You can break free from binary thinking by first gathering public income data and sorting populations into four tiers. Next, plot those tiers on a simple chart or spreadsheet and look for clusters—these represent markets you’ve been missing. Finally, realign your product offerings or aid programs to the specific needs and spending power of each tier. By mapping data to action, you’ll discover clients or beneficiaries in the broad middle who were previously invisible, and watch your impact grow.