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2025 Forecast In 20 years….. • People over 65 years old will dominate the population • White population majority will come closer to being a minority • More niche marketing campaign opportunities – as ethnic groups grow in numbers
U.S. Population Projections 2000: 280 million people 2025: 350 million people • Growth rates will mirror the Baby Boom era during the 1950s & 1960s after WWII • 25% population increase • Growth rates are rising due to people living longer, birth rates holding steady and continued immigration
Population Growth Marketing Analysis Every market segment will expand and it will be difficult to target groups with a single marketing strategy, as niche groups of today become the mass markets of tomorrow providing greater marketing opportunities
Niche Advertising Opportunities Euro RSCG Latino Mission: Innovate marketing to Latinos in the U.S. and Latin America by applying a contemporary understanding of the marketplace, a simplified approach, and the full resources of a global communications agency. Auto Industry Tailoring Ads to Minority Groups Toyota Ad
Auto Industry Tailoring Advertising for Minorities Detroit - Automakers increasingly are targeting the Black, Hispanic and Asian-American communities with tailored advertising, as the purchasing power of minorities grows. Whether they're selling a Toyota Camry or a Jaguar S-Type, companies are no longer taking a one-size-fits-all approach to marketing. Instead, they are creating ads that speak to specific groups and placing them in targeted media outlets. The increasing awareness of diversity sometimes trickles down into the way cars are designed, as automakers seek to fit the product to the consumer's lifestyle. "Just about every major auto company has begun to realize it makes perfect sense to have culturally specific advertising," said Randi Payton, chief executive of On Wheels, which publishes the magazines African Americans on Wheels and Latinos on Wheels. The share of such targeted marketing in overall marketing budgets has grown about 11% over the last five years, said Art Spinella, president of CNW Marketing Research in Bandon, Ore. Companies spend about 9.8% of their marketing budgets on blacks, 16.2% on Hispanics and 3% on Asians, he said.
Auto Industry Example con’t According to the 2000 census, 12.3% of the population identified itself as black, 12.5% Hispanic or Latino, and 3.6% Asian. Automakers say they try to create ads that target a group's values, rather than simply placing their general-population ads in black-oriented newspapers or translating TV spots for Spanish-language stations. "The overarching goal, which is true for all of our initiatives, is we're meeting customers on their terms," said Nathaniel Mason, a Ford spokesman. At Toyota, diversity marketing translates into more family oriented ads for both Asians and Hispanics, said James Lentz, the company's vice president for marketing in the United States. The company's Hispanic advertising is generally "much more emotional," he added. In the Chinese community, "the entire family is involved in the purchase decision," Lentz said. "So in the advertising, you'll see not only parents and children, but also grandparents." Advertising geared at Blacks tends to feature celebrities, Spinella said, citing a recent Jaguar print ad with singer Natalie Cole.
Population Growth The population growth will increase demand on natural resources causing them to be stretched out, possibly leading to shortages in land, water, power etc. Marketing Analysis Products and services will be analyzed on their environmental impact and marketing advertisements must take that into consideration | \/
Graying of America Largest growth will be seen in those 65 and older 2000: 35 million12% pop2025: 70 million 25% pop • >100% increase in ages: • 65-69 • 70-74 • 85+
Graying of America Marketing Analysis Shift from youth focused advertising to brands that attract older generations and ads tailored to adult preferences - Marketers have to create an ageless society, since people want to be defined by their activities rather than their age Example: Carnival Cruise Line TV ad Featured an older couple getting up from dinner to go dance along with the younger crowd - showing activities suitable for all age groups
Ethnic Groups • Non-Hispanic Whites will still be the majority - barely decrease from 70% to 60% of the population by 2025 • Hispanic population nearly doubles 2000: 35 million 2025: 68 million 12% 19% • Asian population will double 2000: 12 million 2025: 24 million 4% 7%
Ethnic Groups Marketing Analysis Companies must develop multicultural marketing strategies to address the diversity of their consumers. Ethnographic research will help them understand the culture of the emerging ethnic groups and help in identifying how to market to each group’s particular identity. Bank of America defines "home" with families of color
Summary The next 20 years….. • Will open up doors to marketing opportunities directed at the segmented markets resulting from the changing age and ethnicity demographics • The growing population will increase group representation and create markets that were not considered large enough to be profitable before • Marketing will need to be more multicultural, age sensitive and environmentally conscious
Sources • Alison Stein Wellner, “The Next 25 Years,” American Demographics, 2003. • http://www.carnival.com • http://www.census.gov/population/www/popclocks.html • http://www.eurorscglatino.com • http://www.jsonline.com/bym/news/jan04/197945.asp • http://www.npg.org/popfacts.htm • http://www.toyota.com/html/diversity.html#ads
Interesting Facts • The United States has the highest growth rates of any industrialized country in the world. • The U.S. population is growing by about 3.2 million people each year. • Using the Census Bureau's medium projections, U.S. population is expected to grow to 400 million by the year 2050. Eight states have population growth rates over 2.0%, which means their population will double in less than 35 years. Florida’s population has grown from 1.9 million in 1940 to 15 million today. That is over a 600% increase in just 50 years. • Along our ecologically fragile coasts, where nearly half the population lives, the U.S. is among the most densely populated countries in the world. The Northeast averages 767 people per square mile, while Haiti, for comparison, has 580. By 2010, when California’s population reaches 50 million, population densities in coastal California will reach 1,050 people per square mile. • Since 1980, the U.S. has converted more than 10 million acres of forest to suburb -- an area twice as large as Yellowstone, Everglades, Shenandoah, and Yosemite National Parks combined.