The Age Curve: How to Profit from the Coming Demographic Storm

The Latino Market

The fluctuation of the birthrate has a critical impact on business. But my reference point so far has been to U.S. births—the number of immigrants born here is zero.

Immigrants have not yet affected generational buying patterns, because the bulk of our new immigrants have not even been here twenty years. After all, the United States is the great melting pot, but it takes a while to melt into the stew. In our case as Germans, it took over 100 years. Melting is slow, but it is sure. Until then, immigrant cultures remain an influential—but very distinct—market force of their own.

Those peaks and valleys of generational buying behaviors affecting business remain intact for the time being. For example, Latino immigration has completely ...