- 309 million people live in the United States, but one person will be missing: the average American. "The concept of an 'average American' is gone, probably forever," Francese writes in 2010 America, a new Advertising Age white paper, "and replaced by a complex, multidimensional society that defies simplistic labeling."
- US households are growing more complex and varied. The iconic American family of two parents with kids is just 22% of the population.
- Minorities are the new majority. In the two largest states, as well as New Mexico and Hawaii, the nation's traditional majority group - white non-Hispanics - is in the minority. And in the nation's 10 largest cities, he says, "no racial or ethnic category describes a majority of the population." He also notes how diversity varies greatly by age, "with the younger population substantially more diverse than the old."
Peter Francese is a demographic trends analyst at WPP's Ogilvy & Mather and founder of American Demographics magazine. His 32-page report, available at AdAge.com/2010America, will give marketers a window on what the census will show and how to adapt those findings in a marketing world reliant on broadscale demographics that no longer exist. The cost of the white paper is $249.00.Read the article: New US Census to Reveal Major Shift: No More Joe Consumer.