Applied Demography: Its Current Scope and Future Direction in the United States

Not many years ago, applied demography was little more than a collection of activities on the periphery of academic research. Now these activities are coalescing into a recognizable field of endeavor as demographers apply their specialized knowledge and technical skills to a widening arena of problems. What does this field now encompass, how has it evolved, and where is it headed What distinctive contributions are applied demographers making I shall offer an overview of how demographic analysis is being applied in the public sector and especially the business world. My emphasis will be on 1 the scope of applications, 2 the structures that are emerging, and 3 future directions of growth over the next several years. Major points are 1. Applied demography is driven by problems it is not a theory-directed body of knowledge. Its evolution therefore mirrors contemporary issues to which demographic perspectives and data apply. 2. Professionally, applied demographers are diversely situated but linked through a national network of personal contacts. Many work for state and regional governmental agencies some are employed within the commercial data industry a few operate as entrepreneurs. 3. Factors underlying its growth include newly available data for matching information on individual consumers and heightened competitive pressures within recently deregulated U.S. markets.