Introduction
Demographics can be an unpopular relative of more glamorous trends categories. Change in this area can often move fairly slowly, especially compared to more rapidly emerging developments like those in politics, economic, technology or consumer behaviour.
However, it’s time to put demographics back into focus. We are currently experiencing some of the most fundamental changes to our life courses, population and identities we’ve ever seen. The standard demographic trends are throwing up new challenges and opportunities while the definitions we use to segment people demographically are evolving. Among the fastest changing aspects of demographics today in the UK is...