July 19, 2013

If you are like me and live in a rural, non-urban community, you might not be aware of the growing diversity of America, as revealed by the Census Bureau’s latest population estimates.

As of July 1, 2012, only 63% of the nation’s population was non-Hispanic “white.” Behind the shrinking white population is the fact that, for the first time, there were more deaths than births among whites (listen up Republicans). Immigration was the only factor that prevented the number of whites from declining more. So, immigration is not just a Hispanic issue.

The Census Bureau projects that the number of non-Hispanic whites will begin to shrink in 2025. Here is the number (and percent distribution) of people by race and Hispanic origin in 2012: Asian: 18,855,104 (6.0%), Black: 44,456,009 (14.2%), Hispanic: 53,027,708 (16.9%), Non-Hispanic white: 197,705,655 (63.0%).

So, how inclusive is your marketing effort? How often do you show Asians, Blacks or Hispanics in your marketing materials and ads? Can you afford to just appeal to six out of ten potential customers? Next week’s marketing project: reviewed your marketing materials at your next staff meeting. I think it  could be an eye opener.

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