George Barton-Bull’s Post

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I help brands to explore new possibilities and invent new futures | Managing Partner @ The Mighty Shed | Pleasure-Focused-Futurist | Imagine & act on your brand’s future today

Is 10.4 billion the magic number? Not according to Del La Soul, but 10.4bn might just be when humanity reaches it’s limit according to this piece from The Week. As they say, “A shrinking population means that more jobs will go unfilled and economic dynamism will reduce. The most immediate fear is that welfare systems - which rely on people of working age to pay in and support the elderly - will be underfunded.” Longevity is a macro-trend that’s impacting many categories but the big challenge for brands (and governments) to help solve is not just helping people to live longer, but helping them to actually afford it. And that will only come with long-term thinking for both consumers and the business.

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