ERIC Number: ED193124
Record Type: RIE
Publication Date: 1980-Jun-16
Reference Count: 0
Myths & Realities of the Coming Decade.
Since the late 1970s Americans have adopted a more pessimistic outlook of the future than at any time since World War II. Reasons for this include inflation, unemployment, a low rate of productivity, the flow of U.S. funds to OPEC nations, an unfavorable balance of trade, and the unstable international environment. In view of these factors, some analysts predict that the 1980s will be a decade of weakness in real income for consumers and caution in family financial management. However, changing demographic statistics may indicate a more positive consumer climate in the future. During the next 20 years the 35-54 age group will increase dramatically. This age group traditionally is one of high earning capacity. Population growth will slow down. More wives will enter the work force, thereby making dual-earner families the norm and increasing household income. Senior citizens will comprise a lucrative and expanding market. The results of increased incomes will probably mean the expansion of affluence in the middle and working classes. Life styles will reflect themes of self-gratification, enhancement of personal health and well-being, smaller and more efficient housing, more cosmopolitan consumer tastes, and dependence on services and products that facilitate essential living activities. (Author/AV)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at Annual Marketing Conference of the American Marketing Association (Atlanta, GA, June 16, 1980).