By the year 2025, the U.S. population is expected to increase by 25%, according to projections. This puts the nation on a growth path similar to the one experienced just after World War II, when the GIs came home and helped create the Baby Boom in the 1950s and 60s. This, and the fact that Americans are living longer, means that nearly every U.S. market segment will expand in numbers over the next 25 years.

“This [population] growth will combine with increasing diversity to create an ever-growing list of market segments,” says Josh Calder, chief editor of the Global Lifestyles project, a research venture of an Arlington, Virginia-based consultancy, Social Technologies. “I saw a professionally made bumper sticker the other day that said, ‘Proud to be Sikh and American.’ Such niches driven by ethnicity, attitudes, and interest will proliferate,” he adds.

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