Actually, it's not just a marketing problem, it's a lack of income problem and affordability problem. Those at the head of the organizations set the prices too high for people to afford it, just like here in the US.
I'm just wondering how much of the economy in any nation is being grown by those among the top 20% and 10% versus the rest of the population. Those at the top account for more than 50% of the US economy now. I would suspect it's rather high in other countries as well.