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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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25. Truth #6: Make Demographics Matter

Unless there is a catastrophe of global proportions, one thing we can be sure of in an uncertain world is that demographics will happen. For example, the data over the past couple of decades on family size and fertility is affecting not only mature economies but also emerging ones. The data on youth populations shows that more unemployed young people live in societies where there is already unrest, such as the Middle East and parts of Africa.

We live in a world that is getting older and younger at the same time; the Boomer generation has longevity, and the Millennial generation is just as big. This current two-humped demographic reality presents opportunities for brands because the Boomers have discretionary ...

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