4. Demographics: the new consumerSummary: The global population will increase by c.1bn people and the demographic mix will have changed tremendously by 2030. We are reaching “peak youth” with arapidly ageing population globally, seeing Gen Z overtake Millennials as the largest generational cohort, and witnessing the emergence of the EM middle-class consumer inAsia. Furthermore, the new consumer’s preferences are shifting away from the old economy towards tech-compatibility, sustainability and experiences.