The U.S. Census always triggers controversy from certain segments of the population. Whether the concerns relate to politics, privacy or compliance methods, the Bureau has to defend the depth of its questionnaire beyond the simply stated “enumeration every ten years” condition set forth in the U.S. Constitution.

To marketers however, the census data is welcomed each and every decade – we hate to be utilizing, and making decisions from, data that is 10 years old! These last 10 years have contained the most significant demographic and media usage shifts in our history and the new Census will define and quantify so many for us.

Other facts of interest:

• There is no more average American family. Now, only 22% of households are “Married with children”

• Hispanics now represent 16% of the population, and are still the nation’s largest and fastest growing ethnic group. In addition to citing whether the household member is Mexican American, Puerto Rican or Cuban, there is also a box to open-endedly fill-in other countries of origin, such as Salvadoran, Colombian, etc.

• Within the next decade, the historical white, non-Hispanic citizen group will represent less than half of the new births…for the first time ever

• Also, for the first time we may find that women have become the dominant “Householder” defined as the person who fills out the questionnaire

• The South and West still hold their status of being the most populous regions with over 60% and containing 85% of the last decade’s population growth; also, they continue to receive the majority (two-thirds) of the 10 million+ immigrants who have arrived in the last decade

• In all 10 of the largest cities and the two most populous states of CA and TX, there is no racial or ethnic segment that describes the majority of the population

When the much-anticipated data is released, marketing strategists will need to disseminate it and re-define program demographics, scope and communication strategies. For many products groups, the changes will be dramatic to justly reflect the complexities of the new multi-dimensional U.S. Society.

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