4. The Census Diversity Index Has Been
Increasing Consistently
• The probability that two people chosen at random would
be of a different race and ethnicity on a 0-100 scale. The
scale ranges from 0 (no diversity) to 100.
Source: U.S.A Today, Minority births drive growth in U.S. diversity , 6/22/10
5. Tennessee’s Diversity Index
40
In Tennessee, the probability that two people
selected at random will be of different races or
ethnicities is 40%.
6. Best Place to Get Your Local Data
• usatoday.com/news/census/index
• You can find the diversity index for every
county and city, as well as:
• Population density
• Racial & ethnic composition
9. 4 States &The District of Columbia have
Minority Majority Populations
• Minorities account for more than 50% of the population
in California, Hawaii, New Mexico, Texas and DC
Source: New U.S. Census to Reveal Major Shift: No More Joe
Consumer. AdAge, October 12, 2009.
10. States with Majority Minority
Among Children
• In 10 states, the share of children who are
minorities has already passed 50 percent, up
from five states in 2000:
Mississippi
Georgia
Maryland
Florida
Arizona
Nevada
Texas
California
New Mexico
Hawaii
11. Not Just in Select Places…
• Across every major market in the U.S. the
majority of the child population is nonwhite
12. Non-Hispanic Whites
• Whites share of the total
U.S. population dropped
over the last decade
from 69% to 64%
• Whites are aging fast:
median age is now 41
(up from 38.6 in the
2000 Census)
• Will be minority by 2041
15. A Country within a Country
• 50.5 million Latinos in U.S.
• Mexico 108.7 MM
• U.S. 50.5 MM
• Colombia 44.4 MM
• Spain 40.4 MM
• Argentina 40.3 MM
• Peru 28.7 MM
• Venezuela 26.0 MM
• Chile 16.3 MM
Source: Synovate 2010, CIA World Factbook, 2010 Census
20. Diversity Comes in Many Forms
• Gender
• Religion
• Political views
• Age/Generation
– Matures (seniors)
– Boomers
– Gen X
– Gen Y
• Gay/Lesbian
• Physical abilities
• Rural / Metro
• Military/Civilian
21. Diversity Comes in Many Forms
• Racial
– White, Black, Asian, Native American
• Ethnic/Linguistic
– Hispanic, Indian, etc.
• Nativity
– Foreign-born or U.S. born
• Lifestage
– New moms/dads, retirees, college students, empty-nesters
• Lifestyle/Affluence
– Working poor, middle class, wealthy
• Core values
– Environmentalists, vegetarians, home schoolers
22. Understanding Someone Different
from You Means Understanding
Their Life
Their priorities
Their values
The experiences that define them
Their perspective
23. Try This Exercise!
• When asked to name how Kennedy died…
• Matures & Boomers
– Gunshot in Dallas
• Gen X
– Plane crash near Martha’s Vineyard
• Gen Y
– “Kennedy who?”
24. Who is Ron Howard?
• Matures
• Boomers
• Gen X & Gen Y
26. Strategy #1: Be Relevant
• Identify what people want, then give it to
them
• Example: Target vs. K-Mart
– Relevance: “Style on a budget”
• Benefit: value with dignity
27. Strategy #2: Build Your Infrastructure
• Diversity efforts
require examination
of infrastructure
• Angelika theatre
in Dallas:
29. Strategy #3: Know Thy Target
• Bad example: Wireless company:
– Cinco de Mayo themed ads in Miami
• Good example: San Francisco: Bank of
America partnered with AT&T to tap into huge
Asian population
– Open a new checking account, get AT&T prepaid
calling card good for calls to Asia
– AT&T customers received free checking at BofA
• Goal: 1,500 new accounts
• Actual: 22,000 new accounts
