A framework for connecting the 4 Big Influencers
to the decisions people make.
The 4 Big Influencers
Grouping data and discussion into four categories of influence makes it easier to study and debate the big demographic shifts we see occurring in America.
GOVERNMENT
Government policies, programs, and legal rulings dramatically impact where people live and how people spend.
ECONOMY
The economic growth rate heavily impacts major life decisions like getting married, buying a home, or retiring.
TECHNOLOGY
Innovations in health, transportation, communication, and more have completely transformed society.
SOCIETAL SHIFTS
Rapidly changing attitudes, values, and principles deeply affect Americans' decisions and lifestyles.
During People's 5 Main Life Stages
The 4 Big Influencers influence generations differently, depending on their age and life stage at the time of the shift.
CHILDHOOD
Ages 5 to 18–22
EARLY CAREER
Age 18–22 to 35
FAMILY FORMATION
Ages 20s to 30s
LATE CAREER
Ages 40s to 50s
RETIREMENT
Ages 55+
Help Answer the 6 Key Consumer Questions
HOW many consumers will there be, and how much money will they have?
