demand institute globe

The Demand Institute provides an objective, non-partisan perspective on where consumer demand is headed tomorrow—and what it means for leaders today.


Our Mission

The Demand Institute illuminates the way in which consumer demand is evolving around the world. We help government and business leaders align investments with where consumer demand is headed across industries, countries and markets. The Demand Institute is a non-advocacy, non-profit organization and a division of The Conference Board, which holds 501(c)(3) tax-exempt status in the United States. The Demand Institute is jointly operated by The Conference Board and Nielsen.


Our Approach

We are neither historians nor futurists. The primary focus in our work is examining large, high stakes consumer markets where demand is starting to shift in fundamental ways – and yet there is still significant uncertainty around how those shifts will play out over the next 5-10 years. We describe how consumer demand will create shifts to new spending behaviors, and the forces at work that can accelerate (or inhibit) these transitions. We are independent and objective at all times, as we do not operate in consumer markets and have no bias for how demand shifts will unfold over time.

Our preferred approach for building new knowledge is to convene coalitions of businesses, governments, NGOs, and academics with relevant expertise to collaborate with our teams as we describe and analyze important demand shifts. This model ensures that we are benefitting from the very best available thinking on a given topic as well as having a group of experts to pressure-test our findings and conclusions, and yet enables us to maintain our independence and neutrality.


The Team