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| Blink and you'll miss it...the biggest change in marketing history is underway... |
According to US Census data, the identity of the United States is undergoing a seismic shift. A national stereotype that has lasted since the country's founding -- that the United States is predominantly white -- began to change in 2011, when census data showed that births of children considered minorities - Hispanics, blacks, Asians and other minority groups - outpaced births of white children for the first time on record.
Projected over the next 40 years, white population will decline six percent while 'new' minority population (Hispanics, Asian and mixed race peoples) will more than double. The bottom line - the white population will become the minority in the U.S. sometime before 2050.
This pivotal adjustment in the traditional underpinnings of society is already occurring in political and socio-economic spheres. The trend from a marketing perspective will be equally significant. The economic sphere that was among the first to register the increased power of minority consumers was the grocery business where, for the past ten years or so, foods once thought to be exotic and relegated to a few specialty shops are now part of mainstream grocery isles. Umami, jalapeno, Japanese 7 Spice and sriracha are commonplace on chain restaurant menus as condiments, as a fried chicken wing flavor along with traditional barbecue sauce, or featured on other menu items.
The future of race in America directly affects diversity in the workplace. As a reflection of current mores and attitudes, the entertainment industry holds up the traditional white power position in direct opposition to the most recent census data and, without change, will regress even further as minority populations increase. For example, a recent UCLA study about diversity revealed that, in the Hollywood film industry, minorities are underrepresented by a factor of three to one among lead roles in film and by a factor of five to one among film writers. There is evidence that gender bias is being addressed more publicly than ethnic minority representation: for the first time since 1987, a film by a female director will open the 68th Cannes Film Festival this year.
By contrast, minorities were much better represented compared with films in broadcast television dramas and comedies but the gains were not as positive in cable dramas and comedies. The outcome of these statistics highlights that commercial advertising on broadcast networks affects programming choices. As minority populations increase and overall consumer spending within this group increases proportionally, consumer products companies react quickly to their research verifying these findings and then generate advertising that reflects minority tastes.
Whether in Hollywood films or grocery store shelves, in a few decades, marketing to minorities will mean marketing to whites. The brands and industries that develop products and services in anticipation of these developments will be in the best position to benefit financially. The next few years are an historic opportunity for business to further the cause of cultural diversity and create an unprecedented opportunity for positive social change, if the traditional white power structure recognizes the writing on the wall.
