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.

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GOVERNMENT

Government policies, programs, and legal rulings dramatically impact where people live and how people spend.

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ECONOMY

The economic growth rate heavily impacts major life decisions like getting married, buying a home, or retiring.

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TECHNOLOGY

Innovations in health, transportation, communication, and more have completely transformed society.

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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

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EARLY CAREER
Age 18–22 to 35
 

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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?

 

WHAT will they purchase?
 

WHEN will they purchase?
 

WHERE will they live/spend?
 

WHO will buy, and with whom will they live with (spend money on and share expenses with)?
 

WHY will they buy certain products and not others?

 

Decisions Require Clarity

Demographic shifts create exciting opportunities for those who act on them. Those who don't react fall quickly behind. Changes occur today more rapidly than every before.