Observed Signal · Nov 4, 2026 · Market Signal · Source: World Data Lab · Impact: 2/5
Demography is destiny: China will grow old before it gets rich
Anthony Fox of World Data Lab on what China's ageing population means for its consumers, with China projected to look like Japan today by 2050.
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Study: 60+ Generation Becomes Key Consumer Market
The Konsumbarometer 2026 from Consors Finanz and Observatoire Cetelem finds that Europeans aged 60+ are growing in economic importance and differ widely in income, wealth, lifestyle and digital skills. Based on online surveys of 10,930 adults across ten European countries (19 Nov–1 Dec 2025; 833 in Germany), the report shows seniors hold more purchasing power than under-30s, remain price- and value-conscious, and increasingly use digital channels for research and purchases. Health, financial security and independent living are top priorities, creating demand for age-appropriate housing, services, durable goods and digital support. The study highlights opportunities for retailers and brands to serve this heterogeneous segment with clear pricing, quality products, simple digital access and services for self-determined living.
The geography of global wealth is changing
Wolfgang Fengler explores how affluent consumers shape global spending and why the next wave of wealth is emerging in India, China and other emerging markets.
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