Changes in the demographic structure of society open up enormous opportunities for innovation. Changes in demographic indicators – population size, structure, composition, employment level, education, and income – are among the most understandable external factors. They are clear and have the most predictable consequences. These indicators can forecast what will be purchased, by whom, and in what quantities. Changes in demographic indicators manifest over a significant period, which can be predicted. It is especially important to know the age structure of the population. The most significant for future assessments are changes in the age group that currently constitutes the largest and fastest-growing category of the population. However, statistics are only a starting point. For those who delve into the essence, who can observe and listen carefully, changes in demographic indicators present a favorable opportunity to implement innovations. TIP OF THE DAY: Identify the demographic factors that influence the market for your product or service. Inquire about the forecast for these factors over the next 5-10 years. What new opportunities do they open up?