Increasingly, companies in the United States include Latinos, African Americans, Asians, and other minority populations in their brand communications.
For a few years (not many), a wide variety of ethnic ancestry in actresses and actors can increasingly be seen in advertisements, as well as in different marketing actions. Communication strategies are also more comprehensive, recognizing the different origins.
There is a simple explanation to this and it can be seen in the latest 2020 census data released this Friday: the white Saxon (non-Hispanic) population fell below 60 percent for the first time since this data was released.
Indeed, non-Latino whites now make up about 58 percent of the U.S. population, a sharp drop since 2010, when they made up 63.7 percent.
According to data from the US Bureau of Statistics, in 10 years, there was an 8 percent decline in the white population, while the Hispanic or Latino population grew by 23 percent.
In the same period, the Asian population increased by more than 35 percent and the black population grew by 5.6 percent.
“The population of the United States is much more multiracial and much more racially and ethnically diverse than in the past,” explained Nicholas Jones of the Census Bureau.
Data is important for brands, to know how to communicate their products and services and it is also important in political terms, since with this information the legislators will begin the process of diagramming the electoral maps on which the elections for the coming years will be based.
Based on these data, legislators across the country will divide the 435 districts of the United States House of Representativesas well as state and legislative districts.
The bureau also said there was a sharp increase in the number of people identifying as multiracial.
Overall, America’s population grew 7.4 percent over the past decade, the second-slowest growth in America’s history.
To have a point of comparison, between 2000 and 2010, it had grown by 9.7%.
7 interesting facts from the United States census
- The increase in population is not even. Metropolitan areas across the country were responsible for almost all of that growth. As in most of the world, on average, the smallest counties lost population and the most populous ones grew.
- On the other hand, Americans continued to migrate south and west, at the expense of the Midwest and Northeast.
- The fastest growing city in the United States is Phoenix, whose population increased 11.2% in 10 years. The city of Arizona surpassed Philadelphia to become the fifth largest city in the United States.
- The largest city in the United States remains New York City, with 8.8 million inhabitants, a 7.7% increase over the last decade.
- The most diverse states in the United States, as measured by the office’s diversity index, are Hawaii, California, Nevada, Texas, Maryland, the District of Columbia, New Jersey, and New York.
- In Texas, the white and Latino populations are much closer. Whites make up 39.7 percent of the total, while Hispanics are 39.3 percent.
- The United States has “lost” 19 million white Saxon people in the last 10 years. It is not that they have disappeared, but that they have ceased to consider themselves “just white”.