Population up up up - is your brand prepared?

The planet has a population of 6.5 billion people today, and in 2030 there will be another 1.7 billion around. In 2050 we are supposed to be 9.3 billion. That means that in just 40 years the population has grown with over 40% from now.

This will of course affect the world in various ways. Statisticians show that by 2030, the world will have to produce 45 % more food than it does now. In 2050 at least 70% more. (which makes me wonder if they are expecting us to eat much more per person?)

The food production will also have another structure. The developing world turn from cereal-based diet to more expensive protein and fat, so there will be more meat produced. And what about water? Water demand in India and China are 20% greater than water supply.

What will the changes mean to your brand? To your industry? Apart from growth in quantity, how should your business plan change in quality, in structure? Most of the population growth will take place in India, China and similar countries, but could this still force you to make changes.

We are not going to run out on resources though; no need to start collecting cans to put in the garage. My good old friend Johan Norberg is a defender of global capitalism, and has shown that people have an amazing ability to change with change. There is no set amount of value in the world, but our creative minds will come up with ideas and ways to handle a new situation, and increase the value. We are not fighting about a limited space or cake to share; we will simply be smarter and bake more cake.

“Everything changes, nothing remains without change” Buddha

“You only lose what you cling to” Buddha