Which trend could most affect consumer companies? Ageing populations.

Considering the predictability of the medium~long term trajectory of the trend, the ageing population ranks as possibly the most impactful.2015-12-12_12-06-39

Based on this McKinsey study “The consumer sector in 2030: Trends and questions to consider” where they have analysed the main trends that have begun—and will most likely continue—to affect the consumer industry, ageing populations ranks among the highest on impact and absolutely the most predictable (see chart).

Demographics don’t lie so we’ve known about this eventuality for decades. So why the reticence? What are companies waiting for!?