,Key demographic changes underpinning the make-up of New Zealand today, together with trending indicators of who what and where, have lead us to foresee the following:

1. The real growth economy will be in the silver economy. Regardless of what you sell, you should be thinking about ways to make the old feel young again. Regardless of what happens to the retirement age, more people are staying in work longer, so finding ways to make their working lives easier and more rewarding could be a goldmine.
2. As New Zealanders concentrate in one of the two most expensive real estate markets in the country, they will need two incomes and, therefore, will be looking to outsource as much of the traditional household tasks as possible.
3. As New Zealanders have fewer children they will invest more in each one, both emotionally and financially.
4. As single households increase, loneliness and isolation will become a major problem and people will crave connectivity and community.
5. As New Zealand becomes even more diverse our cultural references and touchstones are going to become increasingly irrelevant. Many of us may love Kiwiana but it draws on a nostalgia for mid-twentieth century New Zealand life that will mean much less to today’s face of New Zealand.