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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Decline in births now equals the drop during the Great Depression

The annual number of births in the United States has fallen 10.7% since its peak in 2007. That is equal to the decline in births during the Great Depression.

However, the current decline differs from the Great Depression decline in two ways. First, the decline during the Great Depression occurred over four years while the current decline is now ten years old and counting. Second, the Great Depression decline ended when the economy improved while the current decline has actually deepened during the improving economy. According to research by the Center for Retirement Research, the current ongoing decline in the midst of a booming economy suggests that we may be in a “slow drift” to the low birth rates of many other developed countries.

Implications for CLVs

This slow drift means that an entrepreneur looking to develop a destination children's project needs to possibly factor in future decline rather than growth of the children's market.

Additional reading:

• Where have all the babies gone? (www.whitehutchinson.com/ news/ lenews/ 2018/ june/ article109.shtml)

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