Point of view: Empathise with the over-40s

Stan Sthanunanthan

Between now and 2020, the teen population will increase by a mere 1% but the 40-plus age group will increase by 23% and the implication for the insights industry will be profound.

Point of view: Empathise with the over-40s

Stan SthanunanthanThe Coca-Cola Company

The global population crossed 7 billion just a year ago. At the current rate of growth, we will add a further 700 million people to the planet by 2020. Seven countries are going to account for 50% of this population growth and it skews very heavily towards developing nations. The notable exception is the US.

There is also an unprecedented ageing of the population. The current median age is 28 and by 2050 it is likely to increase to 37. Between now and 2020, the teen population will...

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