The Age Curve

How to Profit from the Coming Demographic Storm

The Age Curve

Author: Kenneth W. Gronbach
Pub Date: June 2008
Print Edition: $19.95
Print ISBN: 9780814417942
Page Count: 288
Format: Paper or Softback
e-Book ISBN: 9780814410172

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Table of Contents

CONTENTS

FOREWORD XI

INTRODUCTION XV

A WORD FROM THE AUTHOR XVIII

PART ONE: THE PARADE OF GENERATIONS: WHY AREN’T MARKETERS PAYING ATTENTION?

1 The Generational Impact on Supply and Demand 3

2 Who Are These People? 11

3 Bell Curves, Pies, and Your “Best Customer” 19

4 Case Study: Detroit, Japan, and the Best Customers for Cars 25

PART TWO: THE OLDER GENERATIONS

5 Silent Virtues: A Small Group with Its Own Impact 37

6 Case Study: How the “Graying Of America” Myth

Will Take Down the Assisted-Living Industry 43

PART THREE: THE BABY BOOMERS: THE RADICAL-CHANGE GENERATION AND ITS IMPACT ON TODAY AND TOMORROW

7 The Boomers: Mass, Money, and Motivation 57

8 What Boomers Will Buy 65

9 Boomers Will Not Get Old 69

10 The Boomer Economy: Of Credit Cards and Gift Cards 75

11 Of Course You Can Afford It! 81

12 Social Security and Private Health Care: Dead But Not Buried 89

13 Wal-Mart Hits a Wall—A Great Wall 97

14 Media’s Slow Death: The End of Marketing As We Know It 105

PART FOUR: GENERATION X: THE OUTSIZE EXPECTATIONS OF A SMALL GENERATION

15 Quit Picking on the Xers! 111

16 The Cause and Effect of a Small Generation 117

17 The X Factor: Where Have All the Workers Gone? 123

18 The Gen X Labor Shortage and the Impact on Direct Mail 137

19 Case Study: How Generation X Drove Motorcycle Sales off the Cliff 141

20 Case Study: Planes Stuck on the Ground—A Business Traveler’s Tale 153

21 Case Study: The Death of a Discount Store 159

PART FIVE: GENERATION Y: THE GIANT ON THE HORIZON

22 Stop Looking in the Rearview Mirror! 165

23 The Great Y Ahead: More of Everything 179

24 Marketing to Generation Y 185

25 Case Study: No Leg to Stand On—A Levi’s Footnote 195

26 Schools, Taxes, and the Future 201

27 Generation Y’s Leading Legacy 209

PART SIX: THE GENERATION IMPACT OF SOCIAL ISSUES

28 The Bigotry Is Almost Gone—A Boomer’s Perspective 219

29 Coming to America: Melting Into the World’s Melting Pot 227

30 Macro and Micro Conclusions 237

APPENDIX A 243

APPENDIX B 247

APPENDIX C 255

APPENDIX D 259

INDEX 263

ABOUT THE AUTHOR 269

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