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In the aftermath of 11 September, the future is more uncertain than ever. This article considers some of the factors contributing to this uncertainty which business planning for the future needs to take into account. These include the emergence of a new breed of consumer who are influencing a spectrum of business and economic decisions and transforming a variety of societal precepts. New consumers, more educated, affluent and well informed, are creating a more diverse and fragmented society in which traditional mass‐market communications strategies will be ineffective. Technological innovation, too, is adding to the uncertainty and forcing businesses to reinvent themselves. Those that are unable to adapt will become extinct.

It is said that the ageing population in developed countries will cause state pension systems to collapse, cripple national health services and place unacceptable burdens on the state in terms of social benefits. This article challenges several prevalent myths about population ageing and repudiates the idea that ageing is a major economic and social burden. While it is indisputable that all advanced industrialised societies are ageing, this social fact has become a kind of mantra for opponents of the welfare state and for a collection of alarmists.

Prepared under the direction of the commission by Frank L. Shaw. ; William P. Dillingham, chairman. ; Mode of access: Internet.