Extract from the article

Changing population age profiles affect all parts of a company's operations. Companies risk haemorrhaging skills and experience as the boomer generation retires. An aging population demands changing the priorities for developing products. Diverging age profiles affects the value of a company's brand equity in the different country markets. The list goes on and on.

How well prepared is your company to thrive or flounder?

There is a simple way to test your preparedness. How would you react if these five questions were raised at your next shareholder's meeting?

What are the company's plans to exploit the global demographic trends and the resulting commercial opportunities?

What immediate actions are planned by the company's HR, Product Development, R&D and Marketing and Sales groups?

What are the major risks resulting from the changing population profiles ñ how are these being minimised?

The power of older consumers is rapidly increasing throughout Europe and the US. How does the company's marketing strategy mirror this dynamic?

Is the company's brand value increased or diminished by these demographic upheavals?

There are very few companies that are capable of answering these questions. Congratulations if you are one of them.

If you are worried with your company's preparedness - what is the first step you should take?