The story goes something like this:
Billions of people SPENDING Trillions=OPPORTUNITY.
The U.S. economy is the largest consumer-driven economy in the world with an estimated $13 trillion in yearly consumption capacity. ($18 trillion economy, 72% consumption in 2018 estimate). Household consumption accounts for roughly 60% of the roughly $74 trillion in global GDP. The leading business to consumer brands benefit from persistent consumer spending. The leading business to business brands that are vital to the consumption supply chain benefit from continued business investment. Together, the most valuable B2C and B2B brands offer a dedicated allocation to the single largest driver of the global economy. The combination of traditional retail and e-commerce growth offers investors an enormous long-term investment opportunity.
E-Commerce continues to grow fast and offers the strongest growth opportunity outside the U.S.
The largest transfer of wealth in history has just begun,
$30-$40 trillion is passing down to younger generations from older ones.
Historically, more money in your pocket means more spending.
Third party validation from top consulting firms like BrandZ & Interbrands:
Additional validation from the Alpha Brands Consumer Spending Index
Note: This is a look-back of the Brands Index since inception 2005 and offers a hypothetical view. Real-time tracking began 9/8/2016.
Confirmation from S&P Indices: Consumer sectors since inception 1989
Consumer Discretionary Index and Consumer Staples Index by S&P: 9/30/1989 to 8/1/2019 - just under 30 years of data is a decent proof of concept I think.