Get ready to radically change the way you think about your markets and products. The Age Curve cuts through the minutia of census data and the complexity of marketing analysis to open your eyes to a remarkably simple yet consistently ignored fact: demographic numbers hold the key to your organization’s success.
   And demographic figures do not lie. For example, sandwiched between the massive but aging Boomer market and the emerging super-abundance of Generation Y is the much maligned Generation X, which number nine million fewer people than its predecessor. That translates into 11 percent fewer buyers now entering their peak years, and it is the single most crucial factor affecting tanking sales of Honda motorcycles and financial troubles brewing at big-box retailers such as Wal-Mart.
   The good news is that if you recognize the impact of demographics and who exactly your best customers are today—and who they will be in the future—you can effectively tailor your products and sales approaches. If you understand the principles of shifting demography, you can forecast with uncanny accuracy what markets are growing and which are slowing. Clearly written and meticulously explained, The Age Curve helps you reach past the myopia imposed by the quarterly report and get a clear, long-range perspective. The book includes invaluable information such as:

• Profiles every living generation, from the hardy remnants of the GI Generation and tiny Silent Generation to the statistically and culturally dominant Baby Boomers to the significantly smaller Generation X and their coming-of-age successors, Generation Y—soon to be the biggest group of free-wheeling consumers the country has ever seen.
• Supplies innovative ideas for effectively marketing to each generation of consumers.
• Pinpoints the most promising emerging products and markets, and speculates which of today’s powerhouses will soon be struggling for survival.
• Provides insights for tapping into Generation Y, an essential but not fully understood imperative for every business today.
• Explodes prevailing myths, such as the “graying of America” storyline that may topple the overbuilt assisted living industry.
• Explores the future of advertising and marketing in a world without mass media.
• Suggests creative ways for locating high-caliber skilled workers and managers as the labor shortage becomes more acute.
• Makes a compelling case for the effectiveness of direct marketing in the coming decades—and much more.

   Like no other book, The Age Curve helps you assess your entire organization, from product development to advertising and marketing to hiring and retention, through the lens of shifting demographics, the single most powerful force impacting business and society.
   In a world of ever-shifting demographics, one thing is certain: What worked for your business fifteen years ago will not work today, just as what works today will fall flat in the future. This groundbreaking book opens your eyes to the best ways to position your products and services for success amidst a changing population of ripe consumers—including looming challenges presented by Generation X and explosive opportunities by the massive Generation Y.
   Filled with simple yet profound insights, along with eye-opening examples of successful strategies and spectacular failures, The Age Curve will utterly change the way you look at the powerful forces of demographics on your business, as well as how you view the generational impact on the entire social, political, and commercial landscape, It helps you forecast far into the future with unprecedented clarity and accuracy and propel your business to long-term success.

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