Over the last century we have collectively witnessed the value that is unlocked for industries as consumers shift their demand to new products and services.
These demand shifts are often driven by technology in the form of new solutions that displace prior offerings. Classic examples are consumers shifting their demand from horses to automobile; typewriters to email; and portable radios to digital music players. Equally transformational shifts are driven by changes in the culture and economy. The movement from cities to suburbs (…and now back again to cities); formal to casual business attire; and the concept of retirement are examples grounded in a migration to a new way of life with different choices for how we live and work.
We are particularly interested in examining emerging demand shifts that are poised to unlock substantial economic value during the next 5-10 year time horizon. Our primary focus is investigating big global markets with huge economic value at stake, and where the shift is already “in play” and accelerating every year. At the same time, these are markets where there is substantial uncertainty about the shape, trajectory and timing of the demand shift.
Our team is scanning the world for the biggest and most important emerging demand shifts, and will conduct new research in collaboration with a broad cross-section of experts drawn from multiple industries to uncover the biggest opportunities (and challenges) facing business and government leaders as these shifts accelerate in the coming years.
Learn more about the specific demand shifts that we are studying now.
Housing is often the single most valuable and visible asset for US households. We studied 2,200 cities and towns in the US, and hundreds of metrics for each including their housing markets, to develop 9 profiles of American communities. There is a startling contrast in economic prosperity between successful and struggling American communities.Read More
For many Americans, housing is their biggest expense, but also their biggest asset. Despite this fact, most Americans are less than fully satisfied with their homes and communities as they are today. We refer to the gap between what is important to people in a home — and what they actually have — as the "Satisfaction Gap."Read More
Our homes play a vital role in our lives, from the time we awake in the morning to when we return home from a long day at work or school. For many Americans their home is also their most valuable financial asset. But recently this has proved to be a rather volatile asset, and dramatic changes in home values have created stress for many Americans.Read More