Dan Kennedy's Magnetic Marketing Podcast Generational Data: Who's Spending, Buying, Renting, & Driving Growth
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Feb 27, 2026 Chris Porter, co-author of Big Shifts Ahead and demographic analyst for housing and real estate, outlines how birth-decade generations shape housing, labor, and consumer demand. He breaks down distinct generational behaviors, migration and immigration trends, and how young adults, retirees, women, and immigrants create business opportunities. Conversations cover multi-generational living, rentals vs ownership, and regional shifts driving growth.
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U.S. Population Growth Is Slowing
- U.S. population growth is slowing due to flat births, rising deaths, and reduced immigration.
- Porter notes net annual growth around 2 million and predicts sub-1% growth driven increasingly by immigration trends that may be softening.
Four Forces And Five Life Stages Predict Demand
- Use four influencers and five life stages to predict demographic impacts.
- Porter recommends assessing government policy, economy, technology, society across childhood, early career, family formation, later career, and retirement for targeted forecasts.
Design For The Growing Female Workforce
- Target rising female workforce participation when designing products and locations.
- With women now ~50% of the workforce and earning 58% of college degrees, Porter says households want proximity to jobs and family-friendly logistics.