By targeting the middle and lower incomes, they can hope to cash in on the phenomenon on the rising imbalance in wealth across the globe. What the article implies is that people who scrape together a living may well be the gold mine that marketers may want to look at. By scraping the bottom, the marketers may well find gold dust that has been neglected for so long. The authors make the point that there are four tiers of the consuming classes. The tier 1 is the most affluent with annual incomes more than $20,000. The next two tiers 2 and 3 have annual incomes in the range of $1,500 to $20,000, while the last tier makes up of those who have incomes less than $1,500 annually. The article makes a strong case for devoting resources to target the tier 4 consumers. The point about social unrest due to the ability of the tier 4 consumers disturbing the lifestyles of other tiers is discussed. Therefore, it is in the interests of all sections to maintain the equitable balance in society to ensure that the tier 4 consumers are not neglected. This is the social point of view. However, as the article states, there are compelling reasons from the profit point of view as well to create a market for tier 4 consumers. The wave of industrialization and globalization has created a category of consumers who are willing to try and experiment with new products but do not have the resources to buy premium products. Thus, there is a need to create and make products that are suitable for this class of consumers.