The “Average American” is all but extinct according to statistics in a recent Advertising Age whitepaper by demographics expert Peter Francese.
Households comprised of a married couple with children? Just 22 percent.
Two-thirds of the immigrants who arrived in the past decade (about 10M) settled in the South and West. The number of Hispanics living in the United States is 50M; they represent the nation’s largest and most rapidly growing marketing category. And I’m pretty sure they’re not in a hurry to settle in Arizona.
In the two largest states (California and Texas) and all ten of the largest U.S. cities, no single racial or ethnic category describes a majority of the population. Pity the xenophobes.
And who we think of as “head of household” may also change and women continue to enter the workforce.
Marketers best take heed. As a white working woman living in an hispanic neighborhood, I’m used to receiving mail addressed to Mr. Sima Dahl and written entirely in Spanish. It all goes immediately in the trash.
Stats Source: Deliver Magazine