Case in Point

United States Market-Sizing Data:

• US Population: 340 million.
• Life Expectancy: 80 years.
• Even Distribution Assumption: Assuming an even distribution between ages, there are about 4 million people per age group (340 million / 80 years).
• Population per Generation: Assuming a generation spans approximately 20 years, there are about 80 million people per generation (340 million / 4 generations).
• Number of US Households: Approximately 100 million households.

United Kingdom Market-Sizing Data:

• UK Population: 70 million.
• Life Expectancy: Approximately 80 years.
• Even Distribution Assumption: Assuming an even distribution between ages, there are about 800k people per age group.
• Population per Generation: Assuming a generation spans approximately 20 years, there are about 15 million people per generation.
• Number of UK Households: Approximately 30 million households.

Generations (15 years per generation):

• The Greatest Generation (1930 – 1945)
• Boomers (1946 – 1964)
• Gen X (1965 – 1980)
• Millennial (1981 – 1996)
• Gen Z (1997 – 2012)
• Gen Alpha (2013 – 2028)

The 5 Cs:

• Client
• Company
• Cost
• Channels
• Competition