Demographics, the saying goes, is destiny. This book explores the impact of significant changes in the market for higher education and the impact these changes will have on recruitment, retention, curriculum and collaboration. US based – the author is at Carleton College in Minnesota – the book nonetheless provides insights, challenges and suggestions relevant to all who work in higher education. This book builds on his previous text – Demographics and the Demand for Higher Education (2018), also published by John Hopkins. Given the demographic challenges which Canada faces, this book is a must read for any administrator or policy maker. Just read some Canadian demography.