Book Review: Upside—Profiting from the Profound Demographic Shifts Ahead


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Upside: Profiting from the Profound Demographic Shifts Ahead

Kenneth W. Gronbach with M.J. Moye

Amacon 2017

Price: $27.95

If you want to know what is going to happen in the future, you can forget the crystal ball and the Tarot cards because all you need is this new book by generational researcher Kenneth Gronbach. This book is readable and interesting, despite the sound of the subject matter, which sounded as dry as the Arizona desert. As they say in my culture, au contraire mon frere; this book is a page turner. The author takes you through six generations of demographics from the “Silents,” those who survived World War II, to the baby boomers, generation X’ers, the millennials, and beyond. He describes in detail the make-up of these six generations and their effect on business both today and in the future.

Beyond that he writes about the various areas of the country showing growth slow-down in the Northeast and super growth in the south, especially North Carolina, and why.

Probably the best part of this book is when the author shows us the future, such as how generation X’ers are turning the housing market around and how boomers are responsible for the health care issues we are having today because so many of them are living for so long and needing so much health care.

As a bonus, the author includes brief studies of the rest of the world including Europe, Africa and Asia, plus the projected growth rate of each region.

Honestly, I went from wondering if I should even read this book, to feeling I had to finish this book to learn about demographics and how to use them in my business, to considering this book only the beginning of my study of this all-important subject.

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