We continue to confuse population change with net domestic migration. Over the last 20 years, the U.S. has become increasingly rural even as many of its cities have grown.
Demographic decline is shrinking the pool of applicants for all but a handful of global superbrands, 80 percent of which are located in the United States.
Concerns about population growth and decline are artifacts of the 19th century and the industrial revolution. For them to make any sense today, we need to look at the numbers in a much different way.