Gronbach may send you back to your desk with a calculator and a sense of foreboding. The author explodes what he considers the myth of the ‘greying’ of America (and other markets) and suggests that assisted living facilities are due for a dive. He studies the demographics and apart from upsetting this apple cart, he helps companies see the implications and opportunities that the demographics can expose. This book will encourage you to reassess your organisation from product development to marketing to hiring and retention through the lens of shifting demographics, a powerful force impacting business and society. A useful read for any marketer.