Previously published on Forbes, by Larry Light, CMO Network, CEO of Arcature brand consultancy focused on growing brand value.

These are challenging times for brand. One challenge cannot be controlled. This is the challenge of demography. This challenge will require brands to leverage strategic dexterity and insightful planning.

Demography is the study of events that shape the structure of human populations, such as births, age, deaths, fertility rates or income. There has always been this mantra that “demography is destiny.”

Accompanying this mantra is the idea that the only events that can change the arc of demographic destiny are global catastrophes on the level of nuclear war, severe famine or pandemic plagues.

Guess what? Covid-19 is changing the demographics of our nation.

Keep on reading on Forbes.