A demographic is a statistical characterization of a population. Demographic trends are patterns in demographics that change over time these patterns include, but are not limited to immigration and emigration, age, gender, socio-economic status, employment, religion, and general health. The article entitles “The Next 25 Years - American Demographics" discusses in particular three of these trends as they related to changes in the American population. The trends discussed in this article are increases in immigration, ethnic diversification, and the aging of the population specifically those born after World War 2. The article discusses how changes in population will drive consumer marketing in various areas such as housing and real estate. This trend is especially true as it applies to immigrants from other countries looking to establish new roots. Ethnic diversification comes as a result of increases in both new and native populations of minorities. The article relates that these increases, which are predicted for the Latin- American and Asian- American sectors especially, will result in the word minority becoming no longer applicable and in culturally based marketing by businesses becoming more prevalent. In addition, as the large percent of the population born after World War 2 in what was termed the Baby Boom ages America faces the reality of a large older population all collecting social security and having a large effect on economic trends. This increase in the older population means that companies are forced to cater more towards them in order to maintain profits thus we begin to see more marketing targeted at the over 60 crowd. The article made marketing predictions based upon the health and housing fields and how companies based in those areas will be affected however, there are lots more areas that will be affected. For example technology is big factor in developed nations such as America. Lowered prices for complex technologies means that more people have access to them. This is especially true when it comes to video games and cell phones. Nintendo and AT&T in particular have adapted themselves well to the changing demographics. In general video games tend to be of interest mainly to children and teens and as they age usually only males continue to play and that generally stops in the late twenties as other things become more important such as beginning a family. However, with the development of Nintendo's Wii console this trend is no longer as true as it once was. The Wii was designed to encourage active gaming meaning that players are no longer simply sitting on the couch in front of the TV. Instead players are given a motion based controller that reacts not just to button pushing but player movement. This and the fact that the Wii hosts a broad array of family based games attracts more than just the usual gaming crowd. Grandparents are now dancing alongside their children's children in games such as Just Dance. Classic games that most people are familiar with such as the Mario series and a new explosion of fitness based games such as Wii Fit and Zumba serve to attract more of the older folks who generally used to disdain video games.
AT&T has shown its innovation when it comes to offering more services and plans for the internationally connected American or American immigrant. These plans spread the company's user base by targeting those who frequently contact people all over the world and those who frequently travel. This makes them big with groups like Latin Americans who tend to travel a lot and talk a lot with their families in other countries to maintain those ties. This is also of major benefit to business people who have international ambitions and the jet setting traveler group who tend to be retired older Americans with the funds and time to live out dreams of seeing the world. However, not discussed in this article are several other trends that will affect future marketing trends especially as they apply to developed nations. This includes the current trend of the increased importance of social media and social networking. Social networking is especially prevalent in the younger tech savvy generation and connects people all over the world. This means that people are generally more aware of matters beyond their own home country and express opinions and act out on various issues that affect more than just the country they reside in. For example the environment is now really big issues as people show more concern over global warming, clean air quality, recycling, and other factors which have major implications for future generations. Companies must cater to this new trend by sharing consumer concern and doing things like reducing packaging, changing manufacturing processes to accommodate new pollution regulations backed by consumers, and increasing recycling of used products such as batteries and computers as well as phones. In addition to this the majority of consumers are now more drawn to a company that back causes which support environmental concerns and regulations such as Green Peace.
Furthermore, the increasing interconnectedness of the world means that social concerns come to the fore of consumer thought. The plight of those in developing countries, Disaster victims (of both natural and man caused tragedies), and even political issues now play a greater role in marketing. In order to appeal to more consumers companies must champion the issues that many people care about or chose an issue that is important for people to care about and support it. Breast cancer research funding, the Red Cross, childhood literacy, and hurricane or tsunami victims are just a few of the causes that you see major name and small business companies attached to in order to earn consumer sympathies and business. And as Chick-Fil-A Company leaders found out some causes are just too charged to support openly.