Are you Marketing to the Informal Economy?

In his 2012 book Stealth of Nations: The Global Rise of the Informal Economy, Robert Neuwirth challenges conventional thinking by examining the world’s informal economy close up. To do so, he spent four years living and working with street vendors and gray marketers, to capture its scope, its vigor–and its lessons. He calls it “System D” and argues that it is not a hidden economy, but a very visible, growing, effective one, fostering entrepreneurship and representing 1.8 billion jobs worldwide.

Many lessons to be learned from this video but are we recognizing this economy in our marketing efforts? Are we recognizing the opportunity in hi-frequency stores? Or how would you sell mobile phones? Innovation comes from all different directions, does yours?

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