Here's what you can expect to find in the book:
100+ Easy-to-Read Charts
Burns and Porter support all of their findings with 100+ color charts that are information rich and easy-to-read. Additional supplemental charts are available to book purchasers, using a code in the book.
New Generational Definitions
John Burns and Chris Porter redefine the generations by decade born, grouping people by age and life stage. Each generation born in the 1950s and later is 40 to 44 million in size, although the life experiences and foreign-born composition of each vary dramatically. Burns and Porter give each generation a name to reflect the shift in society that they led.
The 4-5-6 Rule
Four Big Influencers explain why those born in different decades behave so differently, and help explain the big shifts ahead:
- New Technologies
- Changing Government Policies
- Economic Growth
- Shifts in Societal Acceptability
These Four Big Influencers will continue to impact society, shifting trends and creating opportunities and challenges for business leaders who capitalize on the changes. Burns and Porter analyzed the lives of each generation, grouping them into 5 Main Life Stages: childhood, early career, family formation, late career, and retirement. By studying the 4 Big Influencers and their impact on each life stage, Burns and Porter learned that this framework helps answer the 6 Key Consumer Questions most executives ask when making decisions for their business.
The Seven Biggest Demographic Opportunities
Burns and Porter devote a chapter to each of the seven biggest opportunities, forecast the future of each, and provide a framework to shift strategy when unexpected changes occur.
- Working Women
- Affluent Immigrants
- Workaholic Retirees
- Delayed Young Adults
- The Sharing Economy
- Southern Growth
- Urban Life Moving to the Suburbs
Preview the Big Shifts Ahead
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In the News
The content from Big Shifts Ahead: Demographic Clarity for Businesses has been covered in the following respected business news and trade media outlets.
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Published September 2016
The Rise, the Fall, and the Trend of U.S. Housing
Published July 2016