Demographic shifts are reshaping global markets as Gen Alpha rises, ageing populations expand and fertility declines. Longer life spans and cultural diversity are redefining consumer priorities, while migration accelerates change. Businesses that adapt through re-segmentation, innovation for mature or young consumers, and culturally attuned offerings will unlock sustained growth in an evolving population landscape.
Delivery
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Key Findings
Gen Alpha - the influencers and the influenced ones
Generation Alpha, born between 2010 and 2024, reached full scale in 2024, making 2025 the first year to examine their size and consumption behaviour. Digitally native and globally diverse, this cohort is being shaped by trendsetters like no other. With a population of two billion, the largest ever, and unprecedented access to information through widespread connectivity, they themselves have become the influencers.
Mature consumers surpass children and drive growth
In 2024, adults aged 60+ in developed markets outnumbered children aged 0-19 for the first time and for the foreseeable future. This demographic is not only the largest population segment globally but also a powerful economic force, holding 19% of consumer gross income in 2025 and redirecting spending towards categories that matter to them - health, wellness and experiences.
Weight is at the core of wellness talk
Weight management is becoming central to wellness as obesity reaches new heights worldwide. In 2025, average BMI in emerging markets will exceed 25kg/m², officially classifying populations as overweight - a milestone developed economies crossed years ago. This shift is fuelling demand for science-driven solutions, but affordability and access continue to hold consumers back.
Cultural diversity and curiosity driving new demand
In 2024-2025, Western Europe overtook North America in net migration, gaining 4.4 million new residents compared to 2023. The US and Spain led as key expatriate hubs, with Canada and the UK following closely. Growing concentrations of foreign-born populations in these and other locations, coupled with increasing cultural curiosity among native consumers, create a demand for products and experiences rooted in cultural diversity.
Navigating global fertility decline
Fertility rates have steadily declined over the past 15 years and are projected to fall further by 2040, presenting significant strategic challenges. While developed countries continue to record the lowest rates, emerging markets are increasingly affected too. The most rapid decline in fertility rates over the past 15 years was observed in Argentina, Chile and Colombia.
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