THE TRENP
The influence of the new global middle classes is federating an unprecedented grassroots collective momentum. By the year 2022, some 200 million households will have an annual income of over $35,000 at their disposal. Purchasing power that provides the possibility of home ownership and the development of new demands in terms of public services or community facilities. In an urban environment that generates unparalleled stress -which, according to the World Health Organization, more than 350 million people in the world suffer from – the search for a federating way of life, with the values of pleasure and simplicity as prerequisites, is coming into play. The development of sport illustrates this: the quest for widespread communal well-being is supplanting the demonstration of individual performance. Like in the 70’s, we are discovering a new energy based on pleasure consumption, ensuring better social cohesion.