Changing demographics

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Here's something I didn't know:

The average age of a U.S. head of household is 49.5 years old.

According to Advertising Age's "The Changing Face of the U.S. Consumer: What We Can Learn from Census Data, and Why It Matters for Brands," households headed by two age groups, 35 to 44 and 45 to 54, currently account for almost half of U.S. consumer spending. But these groups are shrinking, so in the future more spending come from households headed by someone 55 or older.

And they may be looking for different things to spend their money on.

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