Posted by: David | January 6, 2010

Aging Puts a Wrinkle in the U.S. Marketplace (Nielsen)

Mid-December, Nielsen Wire released its outlook for 2010. (And no, it does NOT matter whether you say twenty-ten or two thousand ten. It’s the same year. Stop asking.)

The report on aging struck my (aging) interest. (Abstract follows.)

The recent recession has already wiped out a decade of growth in the U.S. The number of jobs in the country is almost the same as it was in 1999, and the S&P 500 index is in almost the exact place it was in 1999. Home ownership, which rose rapidly in the 2000s, is at about the same point today due to foreclosures. The numbers of Americans who have investments in stocks and bonds has also dropped. Incomes have been flat or have fallen in constant dollars for the majority of American households. Growth will be hard to come by both now and in the coming decades—successful marketers in 2010 will factor the U.S. shifting demographic profile into the marketing mix.

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