The return of the teenager

There will be 25% more 18 year olds in the UK in 2030 than there were in 2020 — and the effects will be cultural, commercial and creative

We now talk about trends more than maybe ever before but this is mostly dominated by voices focussed on tech and a narrow idea of marketing.

Demographics are the most fundamental of clues to what the future holds — and what that will mean in your own…