Marketing To Changing Demographics
Here is a terrific set of resources dealing with changing US ethnic/cultural demographics … and how marketers should adjust.
The Ad Age article itself provides good context, but is made even more valuable by some of the resources it links to. For example, it cites a recently published “yellow” paper from AlmaDDB, written by Isaac Mizrahi and Howard Konig, The New State of America: What the 2010 Census will reveal about the evolution of the United States of America.
The big story of course is the emergence of Hispanics and their cultural and economic impact. Some of the factoids:
- 62% of Hispanics are under the age of 34.
- 33% of Hispanics will be under the age of 18.
- In Texas, California, New Mexico, Hawaii and the District of Columbia, the white portion of the population is already a minority (representing less than 50%).
- At the DMA, level there will be 19 markets where the minority is the majority. In 15 of them, the dominant minority is Hispanic; in two markets the dominant minority is Black, and in Hawaii, of course, it’s the Asian/Pacific Islander.
- By 2020, minorities are expected to account for 40% of the country.
Says Mizrahi: “The most important thing is the internal discussion of what are the possible consequences of this demographic shift. We can’t look at the past. … We need to write the future. … So experimentation, control programs and pilots are the best options for marketers … Few people realize that Hispanics are influencing the general market more than vice-versa. They are trendsetting.”
The Ad Age article sparked a lively set of Comments worth perusing as well.
Something to think about after you get your next mail package or email appeal out the door!
Tom
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