Combining middle- and high-income countries, that makes 91 percent of humanity, most of whom have integrated into the global market and made great progress toward decent lives. This is a happy realisation for humanitarians and a crucial realisation for global business. There are 5 billion potential consumers out there, improving their lives in the middle, and wanting to consume shampoo, motorcycles, menstrual pads, and smartphones. You can easily miss them if you go around thinking they are "poor".