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Pedestrian Crossing Demographics

Demographics thinking


Urbanisation, rising middle classes and the rise of economic strength in the East, are some of the demographic megatrends that present both challenges and opportunities for investors. Understanding the nature and impact of them is fundamental to any long-term investment strategy.


The 'famous five' megatrends

Bringing clients and opportunities together requires continuous improvement in agility and the identification of opportunities that are not short lived. We have identified the five demographic megatrends that we believe will have the greatest impact on long-term investing:


The rate of urbanisation is the fastest in history, proving that now more than ever, people are choosing to live, work and play in cities. Understanding the unique attributes that make a city desirable is key to unlocking investment opportunities.

Rising middle classes

A truly global middle class is emerging – the number of middle and high-income households globally will more than double from 554 million in 2010 to 1,121 million in 2030. This will result in a higher demand for goods and services, as well as new sources of capital for investment.

Ageing population

An unprecedented ageing of population is taking place, globally; the proportion of the elderly is expected to increase by 50%, from 8% of total population in 2010 to 12% in 2030. An ageing demographic will transform economies and societies, posing immense challenges to health care systems, but also opportunities for investors chasing the ‘silver dollar’.

The rise of economic strength in the East

By 2030, Asia Pacific’s contribution to global output will be larger than Europe and North America combined. Evaluating the long-term economic sustainability of markets before choosing the most appropriate sector to invest in is key for longevity of performance.


Technology has not only significantly changed the way we live, work and communicate, but has helped create an interconnected global ‘village’. With further technological development, the world will become even better connected. Investors need to identify and harness these changes in order to be successful.

Featured insights


  • Demographics
Demographics: (5)

    Why Nuveen?

    Our expertise
    We believe that being in touch with tomorrow’s world, by being aware and ahead of these future trends, is key to preserving value and growth. It ensures that, combined with a collaborative and responsible approach, we not only identify compelling opportunities, but that we also strive to ‘future-proof’ our investors’ interests.
    Contact us
    Our offices
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    201 Bishopsgate, London, United Kingdom
    This material is provided for informational or educational purposes only and does not constitute a solicitation of any securities in any jurisdiction in which such solicitation is unlawful or to any person to whom it is unlawful. Moreover, it neither constitutes an offer to enter into an investment agreement with the recipient of this document nor an invitation to respond to it by making an offer to enter into an investment agreement. 

    This material may contain “forward-looking” information that is not purely historical in nature. Such information may include projections, forecasts, estimates of yields or returns, and proposed or expected portfolio composition. Moreover, certain historical performance information of other investment vehicles or composite accounts managed by Nuveen may be included in this material and such performance information is presented by way of example only. No representation is made that the performance presented will be achieved, or that every assumption made in achieving, calculating or presenting either the forward-looking information or the historical performance information herein has been considered or stated in preparing this material. Any changes to assumptions that may have been made in preparing this material could have a material impact on the investment returns that are presented herein by way of example.

    This material is not intended to be relied upon as a forecast, research or investment advice, and is not a recommendation, offer or solicitation to buy or sell any securities or to adopt any investment strategy. The information and opinions contained in this material are derived from proprietary and non-proprietary sources deemed by Nuveen to be reliable, and not necessarily all-inclusive and are not guaranteed as to accuracy. There is no guarantee that any forecasts made will come to pass. Company name is only for explanatory purposes and does not constitute as investment advice and is subject to change. Any investments named within this material may not necessarily be held in any funds/accounts managed by Nuveen. Reliance upon information in this material is at the sole discretion of the reader. Views of the author may not necessarily reflect the view s of Nuveen as a whole or any part thereof. 

    Past performance is not a guide to future performance
    . Investment involves risk, including loss of principal. The value of investments and the income from them can fall as well as rise and is not guaranteed. Changes in the rates of exchange between currencies may cause the value of investments to fluctuate.

    This information does not constitute investment research as defined under MiFID.