The epicenter of the recent recession was America, and the country is yet to overcome the tough time completely. The new neilsen projections demonstrate the American market scenario is all set to undergo a drastic change in the near future. The main reason is Americaâs majority of aging population.
There are many reasons for this aging America. U.S. fertility rates have fallen by 44% and are projected to continue to fall by another 12% over the next several decades. The baby boom generation is nearing to its retirement age. Falling fertility, combined with rising life expectancy and the large Baby Boom generation just nearing retirement age, equates to an aging population.
The survey also demonstrates possibility of a paradigm shift in American market place, due to this aging population. The share of households that have children will continue to decline. The majority of population growth in the U.S. will come from new immigrants and the children they have in this country, and brands will be forced to change their communication tactics. Another notable factor will be the declining GDP spending due to slow population growth.
Via: Nielsen
