As marketers’ focus shifts from Millennials to Gen Z, here’s something to keep in mind: close to half (48.9%) of all Americans under the age of 18 identify as a race or ethnicity other than non-Hispanic white alone. Indeed, the recent Census Bureau data we analyzed shows that the “majority-minority” threshold has already been crossed for children under 5, and is close to being crossed for those aged 5-13.
Overall, almost 4 in 10 Americans (38.7%) belong to a racial or ethnic group other than non-Hispanic white alone. These groups include Hispanics (the largest such group), African-Americans, Asian-Americans, American Indian, Native Hawaiian, and those with a combination of races and ethnicities. These latest figures are as of July 1, 2016.
Asian-Americans were once again the fastest-growing minority group in the US last year, marking the fifth consecutive year in which their population growth has outpaced that of Hispanic Americans. Read the rest at MarketingCharts.com.