Upside: Profiting from the Profound Demographic Shifts Ahead

Upside: Profiting from the Profound Demographic Shifts Ahead

Upside: Profiting from the Profound Demographic Shifts Ahead

Upside: Profiting from the Profound Demographic Shifts Ahead


Get ready to ride the next generational wave.

Demographics not only define who we are, where we live, and how our numbers change, but--for those who can read beyond the raw figures--they open up hidden business opportunities that lie ahead.

What will happen when retiring Boomers free up jobs? How will Generation Y alter housing and transportation? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population boom stalls?

Upside puts this powerful yet little-understood science to work finding answers. Demographer Kenneth Gronbach synthesizes reams of data to show how generations impact markets and economies, and how to target promising trends.Lively and full of surprises, the book explains:

What each age cohort is likely to buy now and in coming decades • How profits dovetail with consumer numbers • What sectors are likely to grow or lag • How to make sense of the numbers to chart your own path • And more

As waves of people are born and age, fortunes and futures are determined. Whether you're an investor, marketer executive, or entrepreneur, Upside helps you spot the potential for profits in ever-shifting demographics.


I have spent a good part of four decades studying and relying upon demographics. For some, the use of population trends and statistics is the stuff (or perhaps the stuffy) of cocktail parties and testy holiday dinner conversation. But for those of us who make forecasts and guide our clients through the turbulent waters of disruptive change, demographics provide the tools, the content, the baseline, and the trend lines to buttress our peek into the future.

Our capacity to collect statistical data continues to grow by leaps and bounds, and with breathtaking speed. We are well into the world of Big Data—mind-blowingly large amounts of data that can be analyzed to reveal patterns, trends, etc., about all sorts of human behavior. We even wear it in the form of Fit Bits, heat and cool our rooms in the form of smart thermostats, swipe our credit cards when we make purchases or draw from our accounts, and track it in the form of Google Analytics.

Do we need this information? Yes, resoundingly, of course. and we need the people who know how to look at it, read it, ask the right questions of it, make some good sense of it, and finally point us in the direction of that which we as humans all seek answers to—what will our future look like? Where are the opportunities to improve our lives? What are the pitfalls and obstacles to avoid? Those who can help us answer these questions can give us the edge . . .

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