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And so you can focus your key strengths
on the one hand, which probably are not going to change in a week. And you can place
them on top
of a key opportunity, which will be there for a long time.
So, let's look at people for a start.
Demographics tells us everything we need to know about the future
any country. 1 billion children are alive today,
all of them will be adults soon. This has never happened before.
It will never happen again. 300
million adults will move into cities, from the countryside,
in China, in the next 10 years. It's a biological fact.
You know the pensions crisis is nothing new. The pensions crisis
in my country is caused by factors which were there
for thirty years. It is because we stopped having babies
a long time ago. Let me a show you
what I mean. In Europe, in Germany,
you need four couples
to produce a single great-grandchild. It's the same in Russia.
I suspect in some parts of Estonia too. it's what happens if you have only one or
one point four children
per couple. The population dies.
You see, you either have to make babies or you have
to get them from somewhere else. It's a biological fact.
Actually, if you know how many
people that are in the population in each age group, it tells you your market.
That's why Turkey is such an interesting place. Turkey has only
70 or 80 million people but 18 million of them are children. Incredible.
They have more children than many European countries put together.
Turkey is a
tremendous opportunity for the European Union, in terms of labour but also a great
threat.
Culturally you remember, the future is not about science it's about
emotion. So how does the European Union feel
about an Islamic country providing most of its young workers?
These are big issues.
Culture really matters. And what about Estonia, what about
the streets Thailand? How do we understand demographics here? Well let me
give you some examples
of where it matters.
I advise accompany called Saga in the UK
and Saga provide services for people over 50.
They see a huge growth market.
So they have moved into care. Care
for people who are wanting to live at home. And this year, they will
visit,
this year they will ring the bell, 20 million times
of people at home. Two years ago it was almost zero times.
Why? Because they see a big trend which cannot change:
it can only get bigger. They see the graph
for the next twenty to thirty years and they know it's a huge market.
So they are going for it. Let me give you a much smaller
opportunity but it's an important one.
Here, Cruising. You have 8 million tourists a year coming into,
mainly into Thailand. It's incredible. Just cruising ships,
Russians coming for holidays, whoever they are. It's a massive industry
But, did you know that most people on cruises are over the age of 50?
And they all have one problem, which is they can't read the menus
n restaurants in Thailand. Put your hands up
if you need glasses to read the menu in a restaurant and you can't read it by
candlelight.
Put your hands up. You know I went to restaurant recently: my wife and I were in Singapore.
We arrived at the restaurant and it was very romantic.
Wonderful view, but we couldn't see anything.
It was almost completely dark, so the
waiter came with a torch, and we sat down.
He gave us the menu, it might have had nothing on it.
I could see nothing, even with my glasses. It was completely impossible to read,
because the place was almost black. So the waiter comes,
with a torch. He says, 'Would you like me to help you read the menu?'
And I'm thinking, 'This is crazy.' Most people,
most people with most of the money *** to eat in a restaurant
are over the age of 50. Or
from cruise ships, over the age of 50. They all need
glasses to read, and they all need nice
big text on the menu. The menu is the
main marketing message of the restaurant
but it cannot be read by the key market: how crazy is that?
What you do if you're a restaraunt owner? You print the menu big.
It's a tiny thing, but it shows us how we are blind, often,
to the very people that were wishing to reach, and we can do very small things
using our green printing technology, that we heard about,
and we can make a very big difference.