Buyographics: How Demographic and Economic Changes Will Reinvent the Way Marketers Reach Consumers

Carmichael, senior director of research and data at Crain's Chicago Business, has "spent years studying the impacts of demographic changes on consumers," and in this smart and insightful work, he explores the shrinking of the middle class. Focusing less on the why and more on the implications for brand marketers who depend on the discretionary spending prowess of this key group, Carmichael chronicles the lifestyles and spending habits of 10 representative families who differ both demographically and geographically. He examines the various new shapes of middle class households, suggesting that marketers must adjust their plans to meet the needs of the diverse population. City living, the aging population, healthcare, and cars are also covered here, with surprising statistics that hold particular significance for those trying to capture consumers' limited funds. Full of astute observations that should inform marketing strategies, this book will serve as an indispensable tool in the marketer's arsenal. (Nov.)