According to an article in the July/August issue of PRIMEDIA's American Demographics magazine, the demographic changes predicted over the next decade will significantly influence consumer spending, as the percentage of Americans ages 35 to 44 drops and the percentage of Americans ages 20-34 rises. "When considering a long-term investment, individual investors often consider it useful to track slow-moving demographics," said Seema Nayyar, editor-in-chief of PRIMEDIA's American Demographics. "This helps to identify the sectors that are likely to see demand softening or increasing."

Highlights from the article include:

• The population within the age range of 35 to 44 increased by 20 percent compared with the 1990 census, but the Census Bureau is projecting a 12 percent decline in this age range by 2012
• The population within the age range of 20 to 34 declined by 5 percent from 1990 to 2000, but it is expected to grow by about 10 percent over the next decade
• Family industries such as the children's clothing and fast food industries are expected to feel the impact of the decline of 35 to 44 age range since married couples with children account for nearly half of all households in that range
• In addition to a population increase in the 20 to 34 age range, an increased income level is also expected, significantly heightening the importance of this segment's purchasing power
• A return to the 26 percent market share that this age range held in 1990, from the 22 percent mark it fell to in 2000, could add between $150 billion to $200 billion a year to spending on the goods and services that this segment most widely supports, such as the rental housing industry.

Talk

"Breaking Mental Constipation" from Jump Start Your Business Brain, by Doug Hall.

"Think back over the past few months. What have you done to stimulate your brain? How many hobbies have you engaged in? How many physical activities? Regardless of your answers, it’s time to ratchet up the numbers. Here are ten ways to stretch your mind. Pick three to do over the next two weeks. Not only will you learn something new, you’ll exercise your brain."

1. Read a magazine or book you’d not normally read
2. Exercise your body.
3. Create a craft project you would never otherwise complete.
4. Learn a new skill. Take a class.
5. Cook a meal from scratch.
6. Enjoy music. Listen to music you’d never normally listen to.
7. Experience new people.
8. Write your thoughts on paper.
9. Travel to foreign destinations.
10. Visit museums.

Source: Hall, D. (2001). Jump start your business brain. Cincinnati, OH: Brain Brew Books.

Published: October 3, 2002

Use of this article without permission is a violation of federal copyright laws.

Kathy Lamancusa is a trend strategis, professional speaker and author who tracks the forces that impact our lives. Over 1.6 million copies of Kathy's books are in print, and she has appeared on numerous television and radio shows including Oprah! She is a public speaker who can offer organizations entertaining and enlightening peeks into what is coming and what is shaping change so that they can better reach their own customer bases.