2020 is the year in which most Americans under the age of seventeen will come from a minority, a procedure that will culminate in a population called “minority” in the mid-2040s. These demographic adjustments will lead to a significant transformation of corporate America and, over the coming months, I will talk about some of those consequences in an article aimed at express mastery of our business environment.
If you’ve followed my articles this year, you know that most of them have one thing in common: the fact that demographic adjustments in the United States and the evolution towards a majority minority population will have profound and transformative consequences in the business environment for years and decades. Come.
While the premise of demographic replacement is new, one of its least discussed facets requires special attention, namely how this demographic trend is reshaping the population and composition of cities and states, and how this procedure will create unique and demanding situations and opportunities for marketers.
While most of the previous articles in this series highlighted the effect of demographic adjustments in the United States on a rapid sector, it examines a broader set of implications across all sectors.
At the level
Let’s start with the basics. According to the most recent knowledge of the U.S. Community Census Survey (ACS), the country’s population grew by approximately 6% between 2010 and 2019.However, the maximum of this expansion was due to the minority population, as the white population grew at the same time. at a low rate of 0.7%.
In nearly a decade, the country has added approximately 20 million new minority citizens to its population. To better see the magnitude of this figure, Australia, the fourteenth largest economy in the world, has a total population of 25 million.
Why is this important? Consider the fact that countries with population expansion are countries with a high probability of economic stagnation. Just take a look at the economic and demographic trends of countries like Japan and Italy in recent decades.
Over the more than nine years, the Asian-American population has grown at a rate of 30%, 3 times faster than the rate of population expansion of African-Americans, achieving a total of 6% of the country’s population, while the percentage of African-Americans The U.S. population has remained relatively strong by 13%.
In addition, the Hispanic population continued its strong trajectory of expansion with an increase of about 20% in nine years, adding 10 million new citizens to the country and achieving 19% of the country’s population’s share. The top 3 minority segments in combination accounted for approximately 40% of the U.S. population. In 2019.
Negative expansion is widespread across the country
According to ACS data, 4 states (Connecticut, Illinois, Vermont and West Virginia) have experienced an overall decline in their population over the past decade. In addition, five other states (Mississippi, New Jersey, New York, Pennsylvania, and Rhode Island) experienced stagnant expansion, with a population expansion of less than 1% for nearly a decade.
While there are several reasons for these declines, one thing that is not unusual is that its minority population has grown faster than the white population.
A total of 22 states have experienced a decline in their white population over the more than nine years, but some of them, adding Alabama, Alaska, California, Iowa, Kansas, Louisiana, Maine, Maryland, Massachusetts, Michigan, New Mexico, Ohio, and Wisconsin, have a higher overall population thanks to the much faster expansion of their minority populations.
Minority states and the way forward
In the coming years, some more states will sign up for them, adding Arizona (44% minority in 2019), New Jersey (44%), Florida (45%), Georgia (46%), Maryland (48%) Nevada (49%).
Other states are also reaching the threshold, and the question is not “whether” they will become a minority majority state, but rather “when” will happen. In this group, we have Mississippi (43% minority population in 2019) and New York (43%).
Some consequences
These adjustments in population dynamics in all states will have consequences and affect many facets of our lives, adding up the public and personal sectors. Here are 3 of them:
1 – The footprint will be restored
What component of the printout do you request? All. From where products are produced and distributed to where your suppliers are and what kind of physical or virtual delight companies will offer in the future. Everything will be strongly affected by these population changes.
Marketing specialists will have to reinvent the way they compete locally. For example, from hiring the right mix of workers to greater representation of the target market, to offering multilingual functions online and in-store, to comparing the most productive combination of products presented in express zip codes. These are just a few decisions that organizations will need to reconsider in the coming years.
2 – Cities will fight to attract multicultural residents
In the coming decades, cities and states will compete for skill and growth as they seek to remain economically, socially and politically relevant. Some of them will perceive that creating an environment that welcomes and promotes the values of multiculturalism may be the key to their success.
3 – Redefining political myths
Traditional red/blue state concepts would possibly change. Of course, this is not something that will happen in a few election cycles, however, if you take a look at the next ten to fifteen years, we will revel in a significant breakdown of those old concepts. Look only for the expansion of “blue” value applicants in typical “red” states like Texas and Georgia.
As with the country’s transition to a majority population, population adjustments within cities and states will amount to “reworking” the card game of many companies and brands. Time has passed for marketers and business leaders to monitor or evaluate only the consequences of those adjustments. Genuine competitive merit will be the ability to reshape your business before it’s too late.
I am a marketing manager who has spent my career 29 years and more with brands like Coca-Cola, Bellsouth, Nextel and Sprint, in various other purposes that cover
I am a marketing manager who has spent my career 29 years and more with brands like Coca-Cola, Bellsouth, Nextel and Sprint, in several other purposes covering various geographic areas. I’ve focused on multicultural marketing for 15 years and I’m excited about how 60 million Latinos can generate a significant expansion for American companies. Over the past decade, I have gone from the visiting aspect of the corporate to the signature aspect, which has given me an attitude and allowed me to marry several major brands. In addition to my daily work, I am also a member of the Board of Directors of the Culture Marketing Council – The Voice of Hispanic Marketing, the organization that represents our industry. I was born in Rio de Janeiro, Brazil, and live in the United States since 1999 in the beautiful city of Miami with my wife and two children. Football rules!