Philly’s ballooning multicultural population points to new U.S. marketing landscape

March 24, 2011 in Demographics

As the 2010 U.S. Census data numbers start to roll in, those of us in the multicultural marketing industry are at the very edge of our seats. The numbers confirm what we’ve been firmly advocating for – the growing power and sheer number of ethnic populations is vitally important to the marketing initiatives of all brands and companies.

Philadelphia, the nation’s fourth largest DMA, is a perfect example of the drastic ethnic population growths that the 2010 Census has seen. For the first time in 60 years, the city’s population has grown and it’s mostly attributed to the surges of Latino and Asian immigrants moving into Pennsylvania, according to The Phildalephia Inqurer. Altogether, Philadelphia’s population grew 3.4 percent from 2000 to 2010, bringing the total population to more than 12.7 million people.

Here are the startling stats: The minority population in the state has increased 33.1 percent to a total of more than 2.6 million people over the last decade (“minority” is defined as anyone who indicated that they were either Hispanic or a race other than White alone).

The Hispanic population has grown an astounding 82.6 percent in the past 10 years, becoming Pennsylvania’s fastest-growing minority group, followed by those classified as multi race (67.2 percent), Some Other Race (59.7 percent), Asian (58.8 percent) and American Indian and Alaska Native (46.3 percent). The African American population has also increased by 12.5 percent. Notably, the non-Hispanic White population declined by 0.7 percent.

You can view the full Census report here.

Here at Améredia we are eager to see what such numbers will mean for our industry. As the American populations increasingly become more diverse and multifaceted, we understand that our cultural fabric has become more intricate. We are excited to help our clients navigate through this changing landscape to target specific populations – it is both our purpose and our passion.