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What Business Will Look Like in the Year 2030 We checked in with Mauro Guillén, a leading sociologist and economist, to find out.

By Stephanie Schomer

This story appears in the December 2020 issue of Entrepreneur. Subscribe »

Stanislaw Pytel | Getty Images

What will our world look like 10 years from now? It's impossible to know for sure, but Mauro Guillén has at least some of the answers. He's an expert on global market trends, a professor at the Wharton School, and the best-selling author of the recent book 2030: How Today's Biggest Trends Will Collide and Reshape the Future of Everything. His prediction, in short: The business world of 2030 will look very different from today — but that can be a good thing for entrepreneurs. It just takes some practice in observation, a reassessment of who the customer is, and a change in the way we find connections.

Companies have long been focused on serving the millennial audience. You've argued that that's a mistake. Why?

Speaking more broadly about generational dynamics, companies have spent the past few decades targeting younger generations. The thinking, of course, is about lifetime value. That was predicated on the assumption that the younger age groups made up the largest consumer segment. But by the year 2030, both in terms of headcount and purchasing power, the largest consumer segment will be the population of over 60. And 60-year-olds in the United States may have another 25 years ahead of them. So that's going to create a new set of incentives for companies and entrepreneurs.

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