There is no such thing as age, the World can only be segmented based on behaviour; that is assuming you believe segmentation is still possible. The future of Marketing is based on even handed, intelligent, inclusive strategies. Read this book in detail and take the risk. Do as it recommends."
Mr Simon Thompson, Marketing Director, Honda (UK)
Chapter 14 : What of the future?
The previous 13 chapters avoid attempts at predicting the future or discussing the wider business and economic implications of the world's changing age profile. This constraint is relaxed in this final chapter. Population aging has far broader implications than those on marketing. A large part of the social and economic future will be determined by how individuals, companies and countries respond to demographic change.
The chapter starts by discussing the circumstances that must exist if business is to broaden is to focus from its favoured 18-35 year olds. Specifically, what insights can be gained from using Malcolm Gladwell's Tipping Point theory?
Marketing is only one part of business and society affected by the changing age demographics. Very soon large numbers of people will reach retirement age. Companies have to contend with managing this haemorrhaging of skills and knowledge and society has to cope with the economic implications. These issues, along with the division of the world into young and old regions are discussed in this chapter.
