Introduction
Analyzing Lifestyles Identifying Lifestyle Groups The Basis in Demographics
Seniors and the Third Life Getting with Generation X The New Boom Generation
Changing Norms for "Normality" Meaning No Offense Familiar and Foreign American The So-Called Vanishing Majority Table 1-1: Projected Non-Hispanic White Percentage of U.S. Population, 2000-2060 For Rich and for Poor
Computer Revolution or Online Mall? Cultural Exports and Imports Global Crossings A Millennial Revival Back on the Chain Gang The Home as Castle
A Data-Driven Process On a Personal Note Mass Customization: The Art of the Possible Case Study: Beyond the Square Meal Selected Predictions
Analyzing Lifestyles Identifying Lifestyle Groups Nothing Comes Close to Age Beyond Age: No Shortage of Lifestyles Diversity and Normality Native and Foreign Majorities and Minorities Income Disparity Trendglut The Landscape After the Internet What Weekend? Whither Retirement Discounts and Datasets The Uncertainty Principle Trends vs. Fads
Overview Tables Table 2-1: Projected U.S. Population, 2000-2010 (number) Table 2-2: Projected U.S. Population: Median Age vs. Mean Age, 2000-2010 Table 2-3: Projected U.S. Population by Age Bracket, 2000-2010 (number): From Age Under 5 to Age 100 and Over Table 2-4: Projected U.S. Population: Male vs. Female, 2000-2010 (number) Table 2-5: Projected U.S. Population: Native-Born vs. Foreign-Born, 2000-2010 (percent) Table 2-6: Projected U.S. Population: Non-Hispanic White vs. Minority, 2000-2010 (percent)
Table 3-1: Projected U.S. Population by Baby Boomer Age Bracket, 2000-2020 (number): From Age 35 to Age 74 Boomers Still in Control Flush with Income and Optimism Prospects for Early Retirement But Not Everybody Is Buying It Not Your Grandparents' Middle Age Older But Not More Elderly Not Settling for Less Marketing Ramifications: Boomers¾Don't Call Them Old
Table 3-2: Projected U.S. Population by Senior Age Bracket, 2000-2020 (number): From Age 65 to Age 85 and Over The Transition to the "Third Life" Senior Sensibilities vs. Modern Media Seniors a Varied Group Big Pocketbooks Seniors Staying Fit Life Expectancies and Health Maintenance Table 3-3: Life Expectancy for U.S. Residents by Year of Birth, 1930-1990 Table 3-4: U.S. Life Table: Remaining Expectancy by Age, 1996 (years): From Age 0 to Age 100 Marketing Ramifications: Targeting the Third Life
A Cynical Group A Generation War? Questioning Authority Marketing Ramifications: Cynical but not Nasty
The Role of Youth Beepers and Brands Brand Lovers, Big Spenders Wired Generation Violence and the Media Not as Young as They Used to Be But Not a Pessimistic Generation A Sense of Surfing Marketing Ramifications: High Tolerance
Who Is Normal Anyway? No Offense Intended Marketing Ramifications: Hypersensitivity
Native vs. Foreign Born Table 4-1: Foreign-Born U.S. Population, 1900-2000 (number and percent) 1920 vs. 2020 Table 4-2: Projected Foreign-Born Percentage of U.S. Population, 2000-2020 Degrees of Immigrancy Marketing Ramifications: The Immigrant Lifestyle African-Americans: A Place at the Table Household Incomes: Black vs. White Table 4-3: Median U.S. Household Income by Race: White vs. Black, 1987-1997 The Bad News Wealth and Identity in the Black Community Beyond Racism? Marketing Ramifications: Black Identity Crisis Latin USA Table 4-4: Projected U.S. Hispanic Population, 2000-2020 (number and percent): Hispanic, Native-Born, Foreign-Born A Hispanic Profile Whom Are You Talking About When You Say "Hispanic?" Asian-Americans: 20 Million in 2020 Table 4-5: Projected U.S. Asian/Pacific Islander Population, 2000-2020 (number and percent): Asian, Native-Born, Foreign-Born Asians Lead in Assets Table 4-6: Median U.S. Household Income by Race: White vs. Asian/Pacific Islander, 1988-1997 (dollars) Poised More for Wealth than Influence Those Dwindling Whites Table 4-7: Projected Non-Hispanic White Percentage of U.S. Population, 2000-2060 So What? An Emerging Mixed-Race Lifestyle Marketing Ramifications: An Emerging Mixed-Race Lifestyle
Under Pressure Most Gay Men Out of the Closet Bisexuals Unite Hip Stereotypes Hold True Leeway for Lesbians Marketing Ramifications: Sex with a Difference
Poverty Amidst Prosperity Table 4-8: Percentage of U.S. Population Living in Poverty by Race, 1978-1998 The Rich Are Getting Richer Table 4-9: Percentage of Aggregate Income Claimed by Top 20% and Top 5% of U.S. Families, 1977-1997 Marketing Ramifications: Haves and Have Nots Life at the Edge Who's Left Behind Marketing Ramifications: The Forgotten as a Reminder
Everybody Else Online Life Online Marketing Ramifications: Life Online Spend.com The Lure of Shopping Online Bad News for Brick-and-Mortars Marketing Ramifications: Shopping Online Techno Youth Electronic Carts vs. Shopping Malls Shop.Com: Teens Shop.com: Elementary School Marketing Ramifications: Shop.com
Cultural Exports and Imports Ethnic Cuisine World Music Seasoned Travelers Boomers and Travel Traffic Marketing Ramifications: Global Culture
Choosing Our Religion Spiritual vs. Religious East vs. West The Expanding Definition of Religion Belief and Belonging Marketing Ramifications: Capitalizing on God Back on the Chain Gang Every Day Is a Work Day Bumper-to-Bumper Life8 Marketing Ramifications: 24-Hour Workday Return of the Couch Potatoes Violence and Fear Marketing Ramifications: The Home as Castle
Specific Marketing Advertising Gets Personal Marketing Ramifications: Advertising Specificity Decision Making Center: Not the TV Chair Anymore Meet Your Buyer Customization Trend Spreads Bicycles Built for One Your New Biographers Marketing Ramifications: Something for Every One
Health Nuts and Meat-and-Potatoes Three Squares vs. Snacking From Staples to Sushi Leaving Room for Love Marketing Ramifications: Redesigning Dinner Don't Go Changing The Category Management Approach Obits for Boston Chicken Wal-Mart as Grocery Giant Online Visionaries Marketing Ramifications: The Category Management Approach
It's Flextime End of the Office Wanted: A Qualified Employer Hold the Gold Watches Not All Leisure Is Lost Golden Years for Entrepreneurs Living Standards to Rise People to Have Longer Shelf Life Home Wired Home New Definitions of Family Appendix: Examples of Consumer Advertising This appendix appears in bound editions only. |
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