Editorial

Abstract

John and Mary live on the outskirts of a large city in a landlocked country in the vicinity of the centers of power and decision. The place where they live can be identified as those occupied by emerging middle class, called as class “C” in Brazil, which is a group upgraded to the condition of the consumer through the impulse promoted by social policies of income distribution. In this process of ascension, the area where they live has won a shopping mall in which their children and grandchildren “take a rolezinho” and delight themselves (and run up debts) in the market – which stimulates extravagantly their consumption desires.