demographic factors= human population in terms of size, density, location, age, gender, race, occupation, etc.

Future markets:

• the grey generationby 2050 nearly 1/3 of total population - they own about 3/4 of the financial assets!!but 95% of the advertisement is for under 50s!
• Generation X youth markethostile to traditional advertisement and conventional product offers
• multi-ethnic europe is becoming increasingly multi-ethnic

social factors

• increasingly demanding customers
• environmental pressure (greenpeace)
• very important for company reputation!
• example - Barby and the age compression

cultural factors

• basic values, preferences, perceptions, behavior
• high context vs. low context cultures
• Hofstede's IBM survey - 4 dimensions in which cultures differ