Are we missing potential opportunities in a downturn because we are narrow minded or lack the lateral vision to see things differently and spot potential benefits we have never considered before? It’s not meant to offend, however, there are fundamental shifts happening in our demographics and culture we need to at least pass the time of day with.

We are not being born nor are we dying. We have an aging population and a population that sees itself differently than previous generations. Some marketing aimed at over 50’s is downright out of date and indeed embarrassing but, the point is there is a huge market to possibly weave into your marketing segmentation.

In the UK, 14% of the population are registered disabled. The way we live is changing, single occupancy in homes is set to explode. People from an ethnic background (thankfully) are increasingly being seen in positions of authority with strong careers. Gay people are now not just integrated into society but are playing a leading role in progress. And, we all know the changes in the workplace that women leaders have made now they have entered the frame. 

Yet, businesses are obsessively focused on young people perhaps because most marketing decisions in business are being made by young people! We concentrate on a segment we think has the longest future. Yet who has the most disposable income? Who eats out regularly? Who spends money on the latest technology? It’s a myth that only the young are early adopters or the early mass majority. Often those very people can be found in significant amounts amongst the groups highlighted earlier.

As the population stabilises and we grow older and more diverse, those companies with the foresight to consider how they can meet their needs will have scored nothing short of a home run.