What will happen when retiring Boomers free up jobs? How will Generation Y alter housing and transportation? Which states will have the most dynamic workforces when the Millennials settle into their careers? The next generational wave is shaking up the rank and file. How will it all affect you? Demographics not only define who we are, where we live, and how our numbers change, but--for those who can read beyond the raw figures--they open up hidden business opportunities that lie ahead. In Upside, demographer Kenneth Gronbach has put this powerful yet little-understood science to work finding the answers to all these questions and more. After synthesizing reams of data to show how the different generations have impacted and will continue to impact markets and economies, Gronbach has provided for readers the lively and certainly surprising answers. Find out: - What each age cohort is likely to buy both now and in the future. - What sectors are likely to grow or lag. - How profits dovetail with consumer numbers. - How to make sense of the numbers to chart your own path. - And more! Whether you are an investor, marketer executive, or entrepreneur, the comprehensive data and findings in Upside will help you target promising trends, spot the potential for profits, and discover hidden business opportunities you would not have found previously.