Our society is changing at a bewildering rate, in terms of composition, behaviour and consumption patterns. In the more developed countries, senior citizens now occupy a significant segment in the population pyramids, as birth rate plummet. In the future, this situation is likely to complicate the sustainability of the current pension system. For their part, immigrants have long ago ceased to be an isolated group with limited financial resources and now hold an important place in the workforce. They will most certainly help alleviate the effects of population ageing, even if they do not halt the process altogether. Finally, singleton, single-parent and DINKY (double-income no-kids yet) households are just some of the relatively new concepts faced by marketing executives seeking to discover new consumption patterns and ways of satisfying the needs of all these new consumers.
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