2010 Census: No More Joe Consumer by Sara Kennedy

An article in AdvertisingAge explained some predictions released about the findings from the 2010 census. The main finding: There's no more Joe Consumer. The 2010 census will show about 309 mil. people in U.S, but missing the average American and instead replaced by a multidimensional society where basic labeling is out!

"The message to marketers is clear: no single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as 'the American consumer,'" Bradley Johnson, author of the article, states.

"Our nation will be older and more diverse, and consumer markets more complex," Peter Francese, demographics expert. Francese was able to draw this conclusion based on a few findings so far:

The “Typical family” went down to 22% of all American households, now more likely to see households with no children or single-parent households

The “Minorities are the new majority”: “white non-Hispanics are the minority”, or in major cities there’s no ethnicity that describes the majority: the younger people being much more diverse than the older. 2010 will show Hispanics being the fastest growing and largest minority (50 mil).

And lastly that people are moving out of Northeast and West into South and West. For more findings go to AdAge.com/2010America. The website gives a preview of the what the final census will show for marketers, PR, and advertisers to start preparing for the new findings.

To read the entire article go to: http://adage.com/article?article_id=139592.