Adobe, along with research firm Edelman Berland, conducted an online survey of 1, 250 adults in the U.S., 18 years or older including 1, 000 general population and 250 marketing decision makers.

FORBES: Dear Brands, Tell Us A Story - Love Consumers

This happens when there are relatively few children (because of the fall in fertility), relatively few older people (because of higher mortality previously), and lots of economically active adults, including, often, many women, who enter the labour force in large numbers for the first time.

ECONOMIST: Demography