To know where a certain age group will be tomorrow, focus on the cohort shift.
The attitudes and behavior of every age group undergo constant flux. From one decade to the next, youth can turn from do-wop to acid rock to rap; midlifers from gray-flannel to midlife crisis to spiritualism; elders from reclusive apathy to senior-citizen entitlement to other-directed compassion. Most companies, public agencies, and nonprofits desperately seek clues about future swings in a particular age group—but they won't find them until they understand the next generation due to "age into" their target zone.
The text above is copied verbatim from William Strauss and Neil Howe's Lifecourse site; the full 26-page document from which this text is copied can be found and downloaded here.
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