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Consumer Demographics

Changes within the demographics of the U.S. population will impact all aspects of society ranging from where people choose to live, to what they do for a living or what they buy.

By Susanna Gotsch | Updated on June 01, 2014

Changes within the demographics of the U.S. population will impact all aspects of society — ranging from where people choose to live, to what they do for a living or what they buy. Businesses are already seeing the impacts of a changing workforce and customer base where four distinct generations (millennials — born 1985-1999; Generation X — born 1965-1984; and baby boomers — born 1946-1964) are working side-by-side or potentially purchasing their products.

Demographic changes also have the potential to affect claim frequency and severity patterns. Historically, as people age, they become safer drivers — driving less overall and often at off-peak times.1 Retired seniors are more fiscally conservative, often holding onto vehicles longer. As baby boomers enter retirement, an estimated two-thirds will have the financial stability to spend, bringing with them buying patterns that look a lot more like a younger generation than that of their parents.2 In addition, as baby boomers move into retirement, the influx of immigrants in the U.S. adds diversity to younger generations. These two factors will challenge businesses to develop strategies, products and services that can reach both the baby boomers and culturally diverse younger generations.

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