chapter  3
A wider view
Pages 6

During the first half of the 1990s, the number of young people aged between 15 and 24 is expected to decline by 25 per cent at the same time as the 45-54-year-old range increases by 25 per cent.2 This increase in average age will call for a shift away from the youthoriented marketing that characterised the 1980s as spending power transfers to a more mature customer. At the same time there will be a rise in the number of young families, as the ‘baby boomers’ of the 1960s reach the peak child-bearing years, bringing a rise in demand for family-oriented activities.