Tipping Point: The Majority Will Become the Minority by 2044
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The Census Bureau a decade ago projected a tipping point would come in 2050, when the majority would become the minority and non-Hispanic whites would no longer account for more than 50% of U.S. inhabitants. That forecast resonated so much that a multicultural shop launching at the time named itself Project 2050.
But just 10 years later, the Census Bureau has revised its forecast: The tipping point will occur much sooner, in 2044 (or maybe even 2043). And it will keep tilting. By 2050, the U.S. population will be 47% white, 28% Hispanic, 13% black and 8% Asian-American. By 2060, close to one in three U.S. residents will be Hispanic, up from about one in six today. And today’s multicultural population is increasingly born in the U.S. rather than abroad.
In sports, longtime World Cup sponsor McDonald’s always focused its U.S. soccer campaign on Hispanics. Last year, for the first time, McDonald’s World Cup campaign targeted the entire market, and the effort was led by the fast feeder’s Hispanic agency Alma. Marketers no longer regard soccer as just ftbol for Spanish-speaking fans.
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