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Upside
Book

Upside

Profiting from the Profound Demographic Shifts Ahead

Kenneth W. Gronbach and M. J. Moye
AMACOM, 2017

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Editorial Rating

8

Qualities

  • Analytical
  • Eye Opening
  • Engaging

Recommendation

The practice of demographics – or “counting people,” as author Kenneth W. Gronbach puts it – relies more on art than science. Writing with researcher M.J. Moye, Gronbach admits that demographers can’t agree on much, including how to define the generations. He questions the bona fides of so-called generational experts and focuses mostly on the generations, though you might wish he’d given you even more on complex demographics. Gronbach offers a valuable index with recent, highly relevant numbers concerning where people move and what they want. He will sharpen your understanding of important US demographics in return for a relatively small investment of time. getAbstract finds that this well-structured text covers much that anyone in business, politics, government or health care needs to understand about population statistics and data, specifically in the United States.

Take-Aways

  • “Count people”; their numbers matter. Knowing about them gives you a business advantage.
  • Consider the size of the generations as they move through youth, middle age and old age.
  • The oldest cohorts – the GI and silent generations – dwindled in size while consuming health- and death-related services.

About the Authors

Kenneth W. Gronbach runs KCG Direct, a speaking, consulting and research firm focused on demographics. He also wrote The Age Curve: How to Profit from the Coming Demographic Storm. M.J. Moye served as editorial consultant and researcher for this book.

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