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.

Project 8

Anticipating the needs of 8 billion people

American Communities

A deeper, more holistic understanding of the future of American communities

Understanding Chinese Consumption

Building a robust landscape of Chinese demand through 2025

Recent Reports

No More Tiers

One of the most significant questions for global business leaders over the next decade is how to capture Chinese consumption growth opportunities against a backdrop of deep structural challenges in China’s economy. We provide a new perspective on how Chinese consumer spending will grow. We conclude that, while growth will become more difficult to capture in the increasingly complex environment in which consumer businesses are operating, that significant opportunities exist for them. We recommend strategies to capture these opportunities—a prioritization of the cities in which to invest, and the consumers with which businesses should be engaging.

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Sold in China

It is widely considered that a successful transition to a consumption-led economy is essential for continued robust economic growth in China. We assess the likelihood of such a transition based on the historical experience of other economies, and what a successful transition would mean for growth in Chinese consumer spending. Business leaders must play an active role in a successful transition, alongside policy actions. We outline areas where businesses will have the greatest opportunity for contributing to a transition, to their benefit as well as that of the global economy.

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A Tale Of 2000 Cities

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.

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Location Matters

Nearly half of all American households plan to move at some point in the future. While some will move for a larger or nicer home, or perhaps to purchase a home for the first time, three out of every four movers report that a location consideration is a reason for moving.

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The Housing Satisfaction Gap

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."

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Baby Boomers And Their Homes

Baby Boomers will continue to have a significant impact on the economy and housing market over the next five years. But don’t expect this generation to stick to the script when it comes to retirement and housing decisions.

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