File under: Another photo to share.
I spotted this HSBC advertisement in a recent issue of The New Yorker.
As you can see, the top line says, “A mall in the Philippines can change the way you look at your financial future.”
The ad goes on to say that “A wealthier middle class in Southeast Asia is buying American,” purchasing “clothing, electronics, and other categories led by Western brands.” Developed markets, like the U.S., are turning from “consumer to producer.”
Then there’s a call to action for the reader to speak with an HSBC Premier adviser about taking advantage of such opportunities “before they emerge.” (The photo above is also featured on the home page of the HSBC U.S. site.)
The message to the consumer seems to be: We can help high net worth investors in the U.S. and elsewhere make money as middle class consumers in Southeast Asia get richer and increasingly buy Western products.
I haven’t researched this specific consumer trend, but I find the concept — as well as the overall ad and its placement — interesting.
And there’s historical element worth noting.
This is a high-end service offered by a bank founded by a Scottish man in Hong Kong in 1865, the year the U.S. Civil War ended.
Back then, in the 19th century, the U.S. was an emerging market, selling goods to developed economies in Europe.
Food for thought. A lot can change in 147 years.