100 GREAT BUSINESS IDEAS • 27- Populations will be older than ever before, with profound
implications for welfare policies, pensions, taxation, employment,
and spending throughout the affected economies of the developed
world. - Urbanization is widespread and rising. In 2006, for the fi rst
time in human history, global urban population exceeded global
rural population. This movement to cities, like much demographic
change, will profoundly alter behavior and expectations.
In practice
Understand how demography might be affecting your key markets.
What are the trends? Where are the opportunities and threats? Who
are your customers now and who will they be in the future?