Population growth in the United States is slowing. Projections from the Nielsen Company, the Pew Research Center, and the Census Bureau all agree that year over year population growth will struggle to reach 1% for decades to come.

Like many industrialized nations, the face of the United States is changing.  An aging population, a declining birth rate combined with growing ethnic diversity will pose new challenges for the economy.  Along with these demographic changes will come shifts in consumer spending, and consumer goods marketers will have to adjust tactics, focus and products if they hope to capitalize on what will be the new reality. 
So what will be different in terms of consumer spending in just 11 years?  A weakened Social Security system and underfunded private pension plans will …

By 2050, the number of people on in the U.S. living to 100 will be nearly 850,000 — 14 times what it is today, according to a new study from Nielsen.
The report looks at issues related to the baby boom and beyond, breaking down the global challenges for marketing to an aging audience. 
A Global Phenomenon
The U.S. is not alone.  During this same period, Japan’s over-65 population will double, while parts of Europe will reach a 1:1 ratio between working-age and pension-able citizens.  Even developing nations will face unprecedented mid-century surges in their elderly: India’s …

Trying to tap the U.S. Hispanic market?  Don’t underestimate the influence of children in Hispanic households, Doug Anderson, Vice President, Research & Development, Nielsen Consumer Panel Services, writes in the October issue of Nielsen’s “Consumer Insight” online newsletter.
In households where adults speak English less well, children often wield significant influence on purchase decisions, from choice of category or brand to playing the role of negotiator with vendors, Anderson notes.  Overall, two-thirds of the Hispanics in the U.S. who speak only English are children.