What Is “Grown-Up”?

Or, How Youth has Become a Common Property

Nora Krahl
International Publicis Tool Context Analysis™, B R+D, Publicis • Sasserath, Germany.

Christiane Wenhart
B R+D and Associate Partner and Co-founder, Publicis • Sasserath Brand Consultancy, Germany.

Marc Sasserath
Publicis • Sasserath Brand Consultancy, Germany.

PREFACE

It's been for quite a while that in most European countries age pyramids, constantly getting more top heavy, don't deserve their name any longer. Of course, this statement will not leave people thunderstruck, as this development has been going on for years – a lower birth rate combined with an increased life expectancy reducing the predominance of young people in favour of people around and over 40 years, i.e. the ageing Baby Boomer generation (born between 1945 and 1965). Accordingly, it has been predicted that by 2050, half of the German population will be over 48 years old1) and it is obvious that at this stage the relative balance within the age groups will be severely destabilised.