Get ready to ride the next generational wave. Demographics not only define who we are, where we live, and how our numbers change, but-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 housing and transportation? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population boom stalls? 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 cohort 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.