Once upon a time, the world was neatly divided into prosperous and backward economies. Babies were plentiful, workers outnumbered retirees and people aspiring towards the middle class yearned to own homes and cars. Companies didn't need to see any further than Europe and the United States to do well. We grew up learning how to ‘play the game’, and we expected the rules to remain the same throughout our lifetimes. That world – and those rules – are over. By 2030, a new reality will take hold, and before you know it there will be more grandparents than grandchildren. The global economy will be driven by the non-Western consumer for the first time in modern history and there will be more global wealth owned by women than men. There will be more robots than workers and more currencies than countries. All these trends, currently underway, will change everything you know about culture, the economy and the world.
2030 is both a remarkable guide to the coming changes and an exercise in the power of ‘lateral thinking’, thereby revolutionising the way you think about cataclysmic change and its consequences.

THE WORLD IS CHANGING DRASTICALLY BEFORE OUR EYES – WILL YOU BE PREPARED FOR WHAT COMES NEXT?

2030 is a groundbreaking analysis by one of the world’s foremost experts on global trends – from the shifting nature of retirement to the emergence of a new middle class, the rise of women as entrepreneurs and the end of modern banking. This essential guide to the future ends with insight into how COVID-19 will amplify and accelerate each of these changes.

A FINANCIAL TIMES BOOK OF THE YEAR

The world is changing drastically before our eyes – will you be prepared for what comes next?

2030 is a groundbreaking analysis by one of the world’s foremost experts on global trends – from the shifting nature of retirement to the emergence of a new middle class, the rise of women as entrepreneurs and the end of modern banking. This essential guide to the future ends with insight into how COVID-19 will amplify and accelerate each of these changes.

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We do not know what the world will look like in 2030. But we do know the underlying trends that will shape it, argues Guillén of the Wharton School. This thought-provoking book illuminates the most important: demographic shifts, notably the African baby boom; the changing nature of ageing and retirement; the emergence of a new global middle class; the rise of women as entrepreneurs and leaders; the challenges to cities; “more cell phones than toilets”; the sharing economy; and the future of money. It is fun. Enjoy