Falling Birth Rates? Impact of falling fertility

Impact on demographics of falling birth rate in EU, America, Canada, Japan, India, China, Asia, Africa. Falling fertility with increasing age of first conception. Child birth and child care. Older mothers and biological risks. Health care and obstetrics. IVF and infertility treatments. Ageing mothers and career pressures, baby career breaks. Pensions and social impact of older population. Future families and child rearing. Children of older parents. Psychological, physical, mental and emotional pressures of parenthood. Gender inequality and gender discrimination at work. Why birth rates are falling. Impact on population. Video by keynote conference speaker Dr Patrick Dixon, Futurist and author of 12 books on global trends including Futurewise and Building a Better Business. Birth rates, falling, fertility, women, female, trends, demographic, population, growth, decline, rates, treatment, families, gender, careers, children, babies, conception, child, asia, America, Europe, africa
Birth rates, falling, fertility, women, female, trends, demographic, population, growth, decline, rates, treatment, families, gender, careers, children, babies, conception, child, asia, America, Europe, Africa

Targetting older people - make sure print size is large

Most marketing campaigns are poor when it comes to targeting older consumers.  Just take print size as an example.  I gave a lecture recently to a company that produces electric razors.  Good news:  I use one of their products and have done so for the last 4 years.  Bad news:  I only realised the day before giving the lecture.  Reason:  the logo on the razor is so small that I need my reading glasses to see it and since when did I wear reading glasses in the bathroom when shaving?

 

I am only 49 but the company has lost 4 years of brand positioning in our home.  The problem is even more obvious amongst consumers who are 10, 20 or 30 years older than I am.

 

Just take a look at the print size on the outside of toothpaste, or in packaging of medicines, or on restaurant menus (read by candelight).

 

Print size is just one of a huge number of ways that marketing executives discriminate against older consumers without realising it.

 

And remember that over 65 year olds own 75% of the wealth of the US and UK – and incidentally, 65% of them are women.