Rising life expectancy, and falling fertility rates, mean that a third of the Western population is now in the low spending 55-plus age group. Given that consumer spending is around two-thirds of the economy in developed countries, the above charts provide critically important information on the prospects for economic growth.
They show official data for household spending in 3 of the major G7 economies in 2017 – the USA, Japan and the UK:
- Each country reports on a slightly different basis in terms of age range and headings, but the basics are similar
- US spending peaks in the 45 – 54 age group: Japanese spending peaks at age 55; UK spending peaks at age 50
- After the age of 75, US spending falls 46% from its peak and UK spend falls 53%: after the age of 70, Japanese spending falls 34%
The data confirms the common sense conclusion that youthful populations create a potential demographic dividend in terms of economic growth. Conversely, ageing populations have a demographic deficit and will see lower growth, as.older people already own most of what they need, and their incomes go down as they enter retirement.
The Western world has been, and still is, a classic case study for this demographic effect in action, as the second chart shows:
- In 1950, only 16% of Westerners were in the New Old 55-plus age group; 39% were in the 25-54 age group that drives economic growth and wealth creation; and 45% were under 25 as the BabyBoom got underway
- But by 2015, the percentage of New Olders had doubled to 31%, whilst the percentage of Wealth Creators was virtually unchanged at 41% and only 28% were under 25 (as fertility rates collapsed after 1970)
The Boomers were the largest and wealthiest generation that the world has ever seen, and as they joined the workforce they created an economic Super-Cycle. This was turbo-charged by the fact that, for the first time in history, Western women began to re-enter the workforce after childbirth:
- In the US, for example, women’s participation rate nearly doubled from 34% in 1950 to a peak of 60% in 1999
- And after the Equal Pay Act of 1963, their earnings rose to 62% of men’s by 1979 and to 81% by 2005 (since when it has flatlined)
But since 2001, the oldest Boomer, born in 1946, has been leaving the Wealth Creator age group. By 2013, the average Boomer had left it. And since 1970, Western fertility rates have been below replacement levels (2.1 babies/woman). So the Western economy now faces a double squeeze:
- The Boomers who created the SuperCycle are no longer making a major contribution to economic growth
- The number of new Wealth Creators is now relatively smaller, due to the collapse of fertility rates
In the past, very few Boomers would have lived beyond retirement age, as the 3rd chart confirms based on UN Population Division data. So, sadly, they would have been irrelevant in terms of economic growth. But, wonderfully, this is no longer true today:
- In 1950, average US life expectancy for men was just 66 years and 72 years for women. UK men died at age 67, and women at age 72. Japanese men died at age 61, and women at age 65
- Today, US men are living an extra 11 years and women 9 years more. UK men are living an extra 12 years and women 11 years more. Japanese men are living an extra 19 years and women 22 years more
- By 2030, the UN forecasts suggest US men will be living 20% longer than in 1950, and women 16% longer. In the UK, men will be living 23% longer and women 18% longer. In Japan, men will be living 35% longer, and women 37% longer
By 2030, 36% of the Western population will be New Olders, almost equal to the 37% who are Wealth Creators.
Clearly there is no going back to SuperCycle growth levels. I will look at this critical issue in more detail next week.
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