In The Perennials: The Megatrends Creating a Postgenerational Society, Mauro Guillén argues that the traditional, sequential model of life—childhood, education, career, and retirement—is being rendered obsolete.

Guillén, a professor of management at the Wharton School of the University of Pennsylvania, is one of the world’s foremost experts on global megatrends. In his most recent book, he focuses on the combination of rapid technological progress, increasing life as well as health spans, and declining fertility rates—which, together, are creating a society in which arbitrary definitions of generations, based on chronological age, are no longer appropriate.

Together with Martin Reeves, Chairman of BCG Henderson Institute, Guillén discusses the shortcomings of the sequential model of life and what the new, post-generational society will look like. He also highlights implications for businesses, which will need to adapt their marketing practices to changing patterns in consumption and harness the benefits of intergenerational collaboration in their workforces.

Key topics discussed: 

[01:51] The sequential model of life and its shortcomings
[04:17] The post-generational society and the trends creating it
[07:31] Implications for corporations
[14:13] How CEOs can prepare for a society of perennials
[17:14] Implications for academic institutions

Additional inspiration from Mauro Guillén:

• The Platform Paradox: How Digital Businesses Succeed in an Ever-Changing Global Marketplace (G&D Media, 2021)
• 2030: How Today’s Biggest Trends Will Collide and Reshape the Future of Everything (Macmillan Audio, 2020)
• Emerging Markets Rule: Growth Strategies of the New Global Giants (McGraw Hill, 2012)