Designing for the Life Span Segment 2
Designing for the Life Span Segment 2 
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[D]
Family formations...
From 1750 to 1950 worldwide population increased from 1 to 2.5 billion people. From 1950 to 2000 it will increase to 6 billion. The total population of the planet may peak by 2050... but projections vary as to total population (UN statistical data) with fertility rates of 2.1 to 1.6 giving rise to a population variance from 9.4 billion to 7.7 billion respectively.
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It is interesting to note that our concepts about society and who makes up American society seems to have perpetually lagged behind the reality and has never been completely based upon fact. Hence, the approach to discern who consumer products should be designed for is outmoded, continuously obsolete. The images held before Americans that depict the national persona and lifestyle has more to do with fantasy than reality.
Considering how volatile change has become, how diverse America is and how mature its population is becoming, the development of marketing approaches should change radically. It is more likely and unfortunate that industry will continue to lag behind the reality of who Americans really are and how they have changed.
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