The Average American No Longer Exists

That the U.S. has become more multi-cultural is no surprise.  But the extent of the demographic changes that have occurred over the last few decades can be surprising.

According to an article in Advertising Age that anticipates the results of the 2010 Census, there is no longer an average American. Key quote:

"The concept of an 'average American' is gone, probably forever," demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. "The average American has been replaced by a complex, multidimensional society that defies simplistic labeling."

Examples of this include:

• Married couples with children account for only 22% of households
• White non-hispanics comprise less than 50% of the populations of Texas or California
• In the nation's top 10 cities, no racial or ethnic category describes the population majority

Going forward, the country will become even more multi-ethnic and multi-cultural.  80% of people 65 or older are white non-hispanics; but just 54% of children under 18 are white non-hispanics.  In 2010, hispanics will be the largest minority (50 million) and the fastest growing.

Ad Age has a more detail and projections in a white paper they have for sale. 

Comments

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"The concept of an 'average American' is gone, probably forever," demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. "The average American has been replaced by a complex, multidimensional society that defies simplistic labeling."

[Allen]

I think it's refreshing to see multiculturalism in the United States. It's amazing how angry the white "average American" gets over these kinds of facts though.

[Bethany]

Even though there is no longer a definable "average American" there will be a certain segment of people who'd like to think of themselves as average Americans.

Marketing is about storytelling - the "average American" will remain a desired story for some time -- marketers will have to find a way to define what the perceived (or ideal) average American has become (even if technically/statistically it doesn't exist).