Social and demographic trends
Social and demographic trends are patterns of change in population characteristics, ways of living, attitudes and behaviour. Demographic factors include age distribution, migration and household composition; social factors include changing preferences and expectations. These can affect demand, labour supply and how an organisation operates. Analysis should distinguish evidence from stereotypes and consider differences within groups. A population-level trend does not determine the needs or behaviour of every individual.
Worked example
A region’s older population is growing. A provider investigates demand for accessible services and different delivery channels, then tests actual customer preferences rather than assuming every older customer rejects digital access.
Common mistake
Treating demographic categories as reliable predictions of each person’s behaviour or assuming a broad trend has the same effect on every market segment.
Where it appears in your exams
| Qualification | Exam | Relationship | Period |
|---|---|---|---|
| ACCA | BT | Direct | September 2026–June 2027 |
| ACCA | SBL | Supporting | September 2026–June 2027 |
| FIA | FBT | Direct | September 2026–June 2027 |