Now Available: Final Chapter of "Boom, Gloom and the New Normal - How Western Baby Boomers Are Changing Global Chemical Demand Patterns, Again"

Jul 13, 2012, 04:00 ET from ICIS

LONDON, July 13, 2012 /PRNewswire/ --

ICIS, the global provider of petrochemical, energy and fertilizer market information, has released the 12th and final chapter of its eBook: Boom, Gloom and the New Normal - How Western Baby Boomers Are Changing Global Chemical Demand Patterns, Again.  

The final chapter, titled "A Call to Action", is now available for free download at:

The previous 11 chapters of the eBook have attracted over 10,000 downloads and are well-received by chemical industry practitioners.

The eBook analyses key macroeconomic shifts and their impact on chemicals demand, and explains how the global economy, and thus the chemicals industry, can no longer depend on the "pent-up demand" from baby boomers in Western markets.

These baby boomers are retiring in record numbers. This has profound implications for both the volume and nature of chemicals demand.

Other key themes include what it really means to be middle class in developing markets - which is very poor by Western standards - and the megatrends that provide huge opportunities for chemicals companies.

The eBook also examines the dysfunctional nature of financial and commodity markets, including how oil prices are set, and offers advice as to how policymakers and chemicals companies can succeed in the "new normal".

"Since the early 1980s, we have not had to suffer the multiyear downturns that were common in previous decades. This good fortune has changed," says Paul Hodges, co-author of the eBook. Hodges also writes the ICIS Chemicals & the Economy Blog ( and is chairman of UK-based consultancy International eChem.

"A key shift in demographics in mature global economies in the US and Europe is having profound implications for petrochemical and polymers growth," says Hodges. "It is time for a new analysis of the underlying issues. This should start with the demographics, as this drives demand."

John Richardson, director of ICIS Training Asia, is the other author of the eBook. Richardson also writes the ICIS Asian Chemical Connections Blog ( and is a regular contributor to the ICIS Chemical Business magazine.

"The winners in the 'new normal' will be those who tap into the megatrends - such as ageing populations and the challenge of providing sufficient food and water to sustain growth," says Richardson.

All 12 chapters of the eBook are available for free download on the ICIS website:  

Readers can also keep up with insights from Hodges and Richardson in the ICIS Chemical Business magazine.

ICIS also offers independent consulting services including practical advisory, analysis, research and strategic planning services.

ICIS Chemical Business

ICIS Chemical Business is the leading global weekly magazine focusing on in-depth analysis of the macro-economic drivers behind chemical market price movements, to support transaction decisions in the short term and long term.

ICIS Consulting

ICIS Consulting is a team of industry experts who carry out detailed investigations to provide customers with insight into how current and future market prices, margins and supply and demand trends could affect business and opportunities, supporting strategic objectives to drive business growth and increase profitability,


ICIS is the world's largest petrochemical market information provider and has fast-growing energy and fertilizer divisions.

ICIS aims to give companies a competitive advantage through the provision of trusted pricing data, high-value news, analysis and independent consulting, enabling customers to make better-informed trading and planning decisions.  To find out more, visit

Reed Business Information

ICIS is part of Reed Business Information (RBI),, a division of Reed Business and a member of Reed Elsevier plc (525), (UK:REL) (US:RUK) (NL:45443), the world's leading publisher and information provider. RBI publishes over 100 market leading publications, directories and online services, and organises many industry conferences and awards.

For enquiries, contact:

John Richardson, director of ICIS Training Asia, ICIS. Tel: +618 93055719 Email:

Paul Hodges, chairman, International eChem. Tel: +44(0)20-7700-6100 Email: