Ou seja, as empresas que trabalham para o mercado interno vão ter de trabalhar cada vez mais só para não encolherem, ou para encolherem menos que o mercado.
Não é só o número de potenciais clientes que mudam, são também as suas expectativas, os seus sonhos, as suas necessidades. Por exemplo:
"The American population – the number of consumers – is growing less than 1% per annually. No product manager, no business manager, no CEO is going to be satisfied with revenue growth of less than 1% per year.Trechos retirados de "9 Demographic Trends Shaping Retail's Future"
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“Less population will require fewer stores and less expansion, meaning that existing stores must become more productive,” Sway advises. “This sets up a perfect storm considering the increase in competition from online shopping.”
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the number of adult Americans in the middle-class, defined as people living in households that have incomes from two-thirds to double the national median, has fallen from 61% in 1971 to 50% in 2015. And their share of the nation’s aggregate income has declined precipitously, from 62% in 1970 to 43% in 2014.
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These middle-class households simply have less money to spend on necessities, let alone discretionary purchases.
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While the middle-class sinks lower, the fortunes of those at the top of the income pyramid are rising. They are taking an inordinate amount of the nation’s income, rising from 29% in 1970 to 49% in 2014, and accumulating a greater share of wealth, more than seven-times that of middle-class households in 2013,
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One in five Americans live in a household with more than one generation – a record 60.6 million people, according to Sway, including about 40% of Millennials (18-to-34) who live with their parents or other family members, the largest percentage since 1940.
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“ There are now more households with dogs than there are with children, 43 million vs. 33 million .”
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“When Millennials do start having children, the numbers aren’t expected to surge as much as with prior generations,” Sway says. “Businesses depending on kids would be well advised to keep an eye on this birth population slowdown.”
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By 2020 the Labor Department predicts that women’s labor force participation will be lower than in 1990.
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“Since women account for about 80% of all consumer-purchasing decisions, reducing their presence and power in the economy may not bode well for retailers,” Sway says.
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Further Asians are going to be the biggest in-bound ethnic group. “Asians are now on target to surpass Hispanics as the largest foreign-born group in American by 2055.” Today they make up less than 6% of the U.S. population."
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