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POPULATIONH O W A M E R I C A S H O P S ®NEW!

This report profiles the shifts in US demographics that will be significant game changers for retail — and tells brands and

retailers what they must do to be ready.

To receive How America Shops® POPULATION SHAKEUP REPORT, simply fill out the form and send to us.

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Major retailers and brands were born during the decades when the success of US business was driven by how similar the population was – how it looked (mostly Caucasian), what it wanted (similar aspirations), how it felt (optimistic). Now it’s different on all counts.

In this report you will learn... What is happening in the population.

Where you need to pay attention.

What you need to do about it.

The suburban sprawl that drove the retail boom has made a u-turn.

Follow the shoppers to the cities. The reality is three-quarters of the urban metro areas in the US have an increased population in the last 3 years, and contrary to stereotype, more urban areas have families with children than suburbs.

Youth is no longer the golden goose of retail.

The answer is every shopper counts. 41% of shoppers are over the age of 45; they have the most money to spend and are the most brand loyal.

The iGeneration are extreme Millennials.

We introduce iGen, shoppers age 16-19, the most digitally connected for pre-shopping and using their mobile in-store to help them shop – they make Millennials look old world.

Moms are, and will be, less of a shopping force.

While moms shop more, their passion for low price and lower commitment to brands is a worrisome trend for the future.

Comments from senior retail executives are included, on how they will respond to the population shifts.

METHODOLOGY � Online Nationally

Representative Survey of Shoppers

� Sample: 1,502 Men & Women

� Age 16+

ANALYSIS � Age

(iGen, Millennials, Gen X, Young Boomers, 65+)

� Household Income (<$25K - $150K+)

� Ethnicity (Caucasian, Hispanic, African American)

� Community Type (Urban, Suburban, Rural)

� Moms (All Moms, Caucasian, Hispanic, African American Moms)

� Household Type (Single Person HHs, HHs with Kids, Adult Only HHs, Multigenerational HHs)