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Hourglass glued to the table

Email|Link By mwelch October 2, 06 12:15 PM

The world's population used to be like a pyramid, with a large young generation at the bottom and a smaller, older group at the top. But by 2020, the world population of people over age 50 will increase by 70 percent, and the population of 15- to-24-year-olds will increase by 11 percent. This new hourglass society is dominated by older and the younger generations that share a lot in common. Both are highly engaged in community/societal and ecological issues and they expect the private sector to take responsibility for societal issues that not long ago were considered the sole purview of government. Never before will so many people value personalization, self-actualization and experiences. The implication for brands and companies? "Move up the chain of meaning."