Marketplace 2000: riding the wave of population change

Maddy Kent Dychtwald (Co‐founder of Age Wave, Inc. and an independent expert, living in Orinda, California, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 August 1997


Discusses three demographic currents in the shift from a youth‐oriented, to a middle‐aged mature society in the USA. This shift ‐ the Age Wave ‐ is based on the fact that the young population is shrinking, there is a growth in the number of those aged over 55, and “baby‐boomers” are now approaching middle age.



Kent Dychtwald, M. (1997), "Marketplace 2000: riding the wave of population change", Journal of Consumer Marketing, Vol. 14 No. 4, pp. 271-275.

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Copyright © 1997, MCB UP Limited

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