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Publisher's Summary

Demographics not only define who we are, where we live, and how our numbers change. For those who can read beyond the raw figures, they open up hidden business opportunities that lie ahead.

What will happen when retiring Boomers free up jobs? How will Generation Y alter supermarkets? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population declines?

Upside puts this powerful yet little-understood science to work finding answers. Demographer Kenneth Gronbach synthesizes reams of data to show how generations impact markets and economies, and how to target promising trends. Lively and full of surprises, the book explains:

  • What each age group is likely to buy now and in coming decades
  • How profits dovetail with consumer numbers
  • What sectors are likely to grow or lag
  • How to make sense of the numbers to chart your own path
  • And more

As waves of people are born and age, fortunes and futures are determined. Whether you're an investor, marketer, executive, or entrepreneur, Upside helps you spot the potential for profits in ever-shifting demographics.

PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.

©2017 Kenneth W. Gronbach (P)2017 Brilliance Audio, all rights reserved. Published by arrangement with AMACOM, a division of American Management Association International, New York.

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  • Overall
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  • sweel
  • 04-05-2017

good at getting your mind on it, enjoyable

it's great, don't claim it is a comprehensive piece -- gets you thinking and you will learn a lot if you already are not in the field

1 of 1 people found this review helpful

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  • Kay Whims
  • 07-07-2018

Excellent audio

Loved the audio and would have liked to view the charts referenced by the author.

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  • Stanley Young
  • 13-04-2018

How each generation shapes and shifts our economy

Where does Upside rank among all the audiobooks you’ve listened to so far?

Great book exploring potential businesses in markets that will explode in the next couple decades

What was one of the most memorable moments of Upside?

Demographics play a larger part of our economy than most people and even the government knows

Have you listened to any of Tom Parks’s other performances before? How does this one compare?

Similar to his other readings

If you were to make a film of this book, what would the tag line be?

Cash in on counting people

Any additional comments?

Health care and businesses for the elderly will get more people than they can handle in a few years

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  • Angela
  • 28-11-2017

Lots of numbers

Lots of numerical data. Just kept waiting for more information on how to market to Gen Y and only got a few sentences. His focus was on trends to cash-in on Baby Boomers....seemed self-serving. Overall felt more defeated than ever about Gen X....talk about the short end of the stick....

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  • Bill E.
  • 18-09-2017

No access to bonus material through Audible app

Author refers to bonus material not available through Audible app though it is available in Kindle, also owned by Amazon that does not recognize your purchase in Audible
Book was fantastic and I would highly recommend

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  • C. Burns
  • 19-06-2017

Answers questions about other issues! Great info

Loved it. should be required read/listening in 12th grade. Huge eye opener. An education for everyone.

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  • Carol Shea
  • 10-06-2017

Very profound and interesting . So much information, I find it necessary to listen to again ,Then read

I need to listen again and then read the kindle book. I am thrilled with all the information. I am truly enlightened.

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  • KD
  • 03-06-2017

Fascinating!!!

People numbers are still spinning my head. The personality traits of the generations and how they are used to identify market trends are so obvious as Kenneth Gronbach walks us through the past century. I've been so blind to the mystery of marketing and now I can see.