#8 Mass marketing is dead

Posted on: April 22, 2011

As the U.S. Census Bureau releases data from the 2010 census, there have been a number of surprising stories (to me, anyway) that have made headlines:

  • Detroit’s 25% population loss to 713,777 (the lowest count since 1910),
  • New York City’s paltry population gain of  2.1% to 8,175,133 — a number hotly contested by city politicians
  • Hispanics now outnumber African-Americans for the first time in most U.S. metropolitan areas

But, it’s the changing face of the country’s children (increasingly Hispanic and Asian) that should have every one of us in marketing and advertising paying attention: Minority is mainstream.

Diversity is in.

Between 2000 and 2010, the population of Asian and Hispanic adults and children surged while that of Whites and Blacks shrank.

Aside from the obvious political ramifications of state’s gaining (Texas) or losing (New York) seats in Congress, the changing face of the nation will require evermore diligence on the part of marketers to understand an increasingly heterogeneous audience and tailor every message accordingly.

Exciting times, indeed. Mass marketing is dead. Long live target marketing.

Check out the USA Today interactive graphic to see what the new census data tell us county by county, across the U.S.


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