The date when the United States becomes a minority-majority country may seem distant, but the underlying shifts in population are already dramatic. Our proprietary population model indicates that multicultural America will grow by 22 million in 10 years while white America shrinks by 2 million.
Awareness of this pivotal process is increasing every day. Whether in advertising, in customer service or media, high profile missteps are teaching Marketing organizations powerful new lessons in how to embrace this immense multicultural opportunity. Indeed, some like Nike now embrace controversial stances, placing bold bets and winning.
Our sample contains 18 pages of content including details on the rising tide of anxiety felt especially by Gen Z. Members can access almost 100 additional pages of specific insights on the four emotional states of America that marketers are using to drive brand growth.
To help member companies further address these challenges, we stepped in to separate the signal from the noise with our first Total Market Consumer analysis. Using a survey of over 125 attitudinal and behavioral factors, we use statistical analysis to identify four underlying themes that anchor the majority of consumer sentiment across the Total Market, spanning both personal and interpersonal dimensions. We found that these factors are especially predominant among Multicultural consumers, as well as gen-Z and Millennial.
On the personal dimension, these themes include anxiety, a sense that personal identity is harder and harder to form; and exceptionalism, a focus on your own unique qualities and what sets you apart. The interpersonal themes by contrast cover community, the sense of belonging to a strongly bonded group; and wariness, the sense of mistrust among people and for institutions.