The age curve: how to profit from the coming demographic storm

The generational impact on supply and demand

Who are these people?

Bell curves, pies, and your "best customer"

Case study: Detroit, Japan, and the best customers for cars

Silent virtues: a small group with its own impact

Case study: How the "graying of America" myth will take down the assisted-living industry

The Boomers: mass, money, and motivation

What Boomers will buy

Boomers will not get old

The Boomer economy: of credit cards and gift cards

Of course you can afford it!

Social security and private health care: dead but not buried

Wal-Mart hits a wall, a Great Wall

Media's slow death: the end of marketing as we know it

Quit picking on the Xers!

The cause and effect of a small generation

The X factor: where have all the workers gone?

The Gen X labor shortage and the impact on direct mail

Case study: How Generation X drove motorcycle sales off the cliff

Case study: Planes stuck on the ground: a business traveler's tale

Case study: The death of a discount store

Stop looking in the rearview mirror!

The great Y ahead: more of everything

Marketing to Generation Y

Case study: No leg to stand on: a Levi's footnote

Schools, taxes, and the future

Generation Y's leading legacy

The bigotry is almost gone: a boomer's perspective

Coming to America: melting into the world's melting pot

Macro and micro conclusions

Appendix A: The older generations

Appendix B: The baby boomers

Appendix C: Generation X

Appendix D: Generation Y.