©1 the futures company 2015 Polycultural America Brands & Marketing Download in One Polycultural America Now What? Other Resources Quick Facts Quotes of.

© 1 the futures company 2015

Polycultural America

Brands &Marketing

Downloadin One


NowWhat?

OtherResources

Quick Facts

Quotesof Note

What’s Changing

Pillars of Polyculturalism

Challenges & Opportunities

Marketplace Manifestations



61% of Americans agree: some of my lifestyle choices have been influenced by my interactions with people of other races or ethnicities

59% of Americans agree: I’m always looking for different cultural experiences and influences that will broaden my horizons

31% of Americans (and 37% of Millennial Americans) strongly affiliate or identify with a cultural community outside of their own race or ethnicity

Despite the recession, ethnic buying power has risen to over $3 trillion and ethnic needs and influences are permeating American culture (Selig Center for Economic Growth)

The under-18 population is slated to be majority-minority by 2018 and the under-30 population by 2027. (Brookings Institute Analysis of U.S. Census Bureau projections)

Between 2000 and 2010, minority populations grew in every region, especially in the South and along the West coast. (U.S. Census Bureau)

POLYCULTURALISM(CLICK FOR DEFINITION)


QuickFacts

An assortment of facts and figures providing a quick viewof polycultural America

http://www.terry.uga.edu/news/releases/minority-buying-power-grows-in-2013-according-to-selig-center-report



http://www.brookings.edu/blogs/the-avenue/posts/2014/12/12-majority-minority-nation-2044-frey



WHAT IS IT?

Polyculturalism (noun): when diversity reaches a tipping point and becomes an inescapable part of the everyday fabric of life and of individual’s identity.

QuickFacts

An assortment of facts and figures providing a quick viewof polycultural America

At the individual level: Synonymous with “ethnic,” even among those with a background in only one race or ethnicity

At the societal level: Not ethnically homogenous

At the individual level:Refers to being the product (in terms of attitudes, values and lifestyle, not genetically) of many different cultural influences

At the societal level: Diversity has reached a point where it has become an inescapable part of the everyday fabric of daily life

Multiculturalism vs. Polyculturalism

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What’s Changing

Shifting dynamics that businesses and brands must understand about polycultural America to reach today’s and tomorrow’s consumer

DIVERSITY REACHES A TIPPING POINT

SOCIAL ISSUES ARE MARKETING ISSUES

DEMOGRAPHIC SHIFTS



DIVERSITY REACHES A TIPPING POINT: Some U.S. states and cities have reached minority-majority status already, but more significant is the qualitative change that accompanies this evolution. The influence of ethnic consumers and their cultures is permeating all aspects of life and the marketplace, restructuring the context in which people are working, living and consuming. The business implication is that diversity in America is becoming a primary driver of consumer expectations and needs.

Agree: its cultural diversity is one of America's major sources of strength

81%

Agree: some of my lifestyle choices have been influenced by my interactions with people of other races/ethnicities

61%

Agree: my life has been made better by the things I've learned from people whose race or ethnicity differs from my own

71%

What’s Changing


BACK



SOCIAL ISSUES ARE MARKETING ISSUES: Issues of race in America remain on the social agenda, confronted and debated, yet unresolved. This tension (one that can easily escalate into social unrest) affects the way consumers approach the marketplace, shaping consumer attitudes and behaviors. Consumers are making purchase decisions considering the values brands stand for and how they are communicating them. What’s

Changing


BACK

Agree: I am more likely to buy a brand if I feel it is contributing to make the world a better place

Agree: I am more likely to purchase brands that push for change on issues I care about

74%

64%

Agree: because businesses are too concerned with offending customers, they fail to take a firm stand on controversial issues71%

Agree: I appreciate it when companies make it clear what values they stand for81%



DEMOGRAPHIC SHIFTS: The polycultural transformation underway in America is driven largely by demographic sea changes. As Millennials—the most diverse generation in American history—moves into adulthood and parenthood, they are quite literally changing the face of the average American consumer and household.

What’s Changing


BACK

43% of Millennials are non-

white

50.4% of babies born in 2014

were non-white

86% of first-time moms are

Millennial

9.5% of U.S. marriages are

interracial or interethnic

Sources: National Vital Statistics Reports; Pew Research Center; U.S. Census Bureau

http://www.cdc.gov/nchs/data/nvsr/nvsr63/nvsr63_02.pdf



http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/





The foundational components necessary to develop a comprehensive understanding of polycultural America

PILLARS OF POLYCULTURALISM: There are four critical concepts that can help marketers get a deeper understanding of polyculturalism and how it can be acted upon. ce and where it is headed.

Cultural Orientation Model

Cultural Intelligence

Color Bravery The Opportunity Gap

Polyculturalism



CULTURAL ORIENTATION MODEL: One powerful lens with which marketers can better understand the polycultural transformation occurring in the U.S. today is a cultural orientation model. The framework decomposes cultural orientation into two independent variables: Cultural Attachment and Cultural Openness. However, neither of these on its own is sufficient to describe fully the evolving outlook of consumers in a landscape of rapidly changing ethnic diversity. Together, Cultural Attachment and Cultural Openness define a set of discrete cultural-orientation mindsets:



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CLICK TO EXPAND





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CULTURALLYBLENDED(High Openness &Low Attachment)

POLYCULTURAL(High Openness &High Attachment)

ACULTURAL(Low Openness &Low Attachment)

Do not see race or ethnicity as an important part of their personal identity.

MONOCULTURAL(Low Openness &High Attachment)

Place a great deal of emphasis on their race or ethnicity, viewing it as a defining aspect of their identities to the exclusion of other cultural influences.

MORE CULTURALLY OPEN

MORE CULTURALLY ATTACHED

LESS CULTURALLY OPEN

LESS CULTURALLY ATTACHED

Tend to be strongly interested in culture but do not feel personally defined by their own race or ethnicity.

Place high value on their own culture, but are equally open to, and interested in, other cultures.

CULTURAL POSITIONING

SYSTEM



CULTURAL INTELLIGENCE: Cultural Intelligence is the ability to read the world without feeling threatened in the presence of someone who is different, either because of race, socio-economic status, appearance, personal abilities or sexual orientation. Superior cultural intelligence takes it up a notch with the ability to relate to those who are different, engage in dialogue, work together or develop personal relationships. The development of cultural intelligence is the result of two processes: parental upbringing and home exposure to polyculturalism, as well as the environment kids are living in (school, community and society as a whole).



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Polycultural* parenting on the rise:

Millennial Parents, 2014

Millennials, 2014

Total Pop, 2014

Total Pop, 2011

51%

44%

39%

32%

*Percentage of the population who fall under Polycultural using the Cultural Positioning System

Diverse Environment

Agree: I believe the students at my school are racially diverse

61%

59%

Agree: I believe my social network (friends on Facebook and other similar sites) is racially diverse

Source: 2014 U.S. TRU Youth MONITOR



COLOR BRAVERY: Originally introduced by financial executive Mellody Hobson in a recent TED Talk, color bravery is part of an effective total market strategy and means being realistic about race issues and addressing them directly. The majority of U.S. consumers—and sizeable majorities of ethnic minority consumers—agree that because businesses are too concerned about offending the general population, they fail to take a stand on issues that matter to minorities. And yet consumers are ready to support those brands that advocate for issues they care about.



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http://www.ted.com/talks/mellody_hobson_color_blind_or_color_brave?language=en



OPPORTUNITY GAP: The opportunity gap—a measure of the disparities among different segments based on lifetime individual opportunities for wellbeing, not just outcomes—points to the unmet needs of people and an opportunity for companies and brands to connect with them in meaningful and useful ways as consumers.



BACK

The Opportunity Gap Index (OGI) measures the opportunity provided to children based on the family they are born into. It is built on U.S. Yankelovich MONITOR data for parents who are not employed fulltime; have a HH income of under $35K OR whose completed studies are high school or less; AND do not have a credit card OR do not have a car.

23%

27%

44%47%



Message Dilution

A big transformation is taking place in the U.S.: as individuals and society change, marketing needs to evolve as well. Corporate leaders are exploring new approaches to reaching the polycultural market. Many companies are deploying a total market strategy—one that poses challenges, but offers great opportunities for those who do it well.

CHALLENGES

Marketing Efficiencies

Increased Brand Equity

Unparalleled Growth

OPPORTUNITIES

Risk of Backlash

Need to do More (Not Less)


The challenges and opportunities of a total market strategy in a polycultural America

TOTAL MARKET STRATEGY(CLICK FOR DEFINITION)



DEFINITION: TOTAL MARKET STRATEGY

“A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception, through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness.

In marketing communications this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Addressing Total Market Research Initiative, Clients & Agencies Round Tables Report, AHAA, 2014



BACK

http://www.ahaa.org/downloads/Research/AHAA%20Total%20Market-Roundtable%20Reports%20for%20AHAA%20Conf%204-28-14.pdf







CHALLENGE: NEED TO DO MORE (NOT LESS):

One of the biggest mistakes in the implementation of a total market strategy is reducing resources allocated to ethnic marketing. Going with a total market approach demands exactly the opposite—making ethnic marketing a priority, investing in it, and incorporating an ethnic perspective into the big, important decisions. A total market strategy requires three key elements:Challenges &

Opportunities


“If you are not pushing your brand, no one will do it for you.”

—Wendy Clark, President, Sparkling Brands Coca-Cola NA (ANA 2014)

“Total Toyota—comprising five agencies—unites the automaker's multicultural marketing initiatives under one umbrella.”

(AdAge)

1

2

3

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“You have to become an evangelist. … You still have to justify the business case for it.

You have a new CMO, you start all over again.”

—Priscila Aviles Jamison, senior director, U.S. marketing creative for McDonald’s (AdAge)

COMMITMENT

INTEGRATIONCOLLABORATION & TRUST

AMBITION

http://adage.com/article/cmo-strategy/toyota-newest-campaign-debut-sunday-night-football/295285/

http://adage.com/article/hispanic-marketing/mcdonald-s-marketer-year-ahaa-conference/292979/



CHALLENGE: MESSAGE DILUTION

One size doesn’t fit polycultural America. Stay away from approaches that showcase diversity but might not connect with any consumer group, as well as mere translations to reach immigrant groups.

“Anyone who's seen a United Colors of Benetton ad understands how multicultural advertising can miss the mark. When you unroll a campaign that attempts to reach all demographics at once, you run a hefty risk of not appealing to anyone.

On the other hand, niche ads that are highly segmented and in-language often suffer from a generic treatment that doesn't resonate with the target audience because the creative process stopped immediately after translation.”

—Yuriy Boykiv, Co-founder and CEO, Gravity Media

(Inc.com)



BACK

http://www.inc.com/yuriy-boykiv/what-leaders-need-to-know-about-the-total-market-approach-to-diverse-audiences.html



CHALLENGE: RISK OF BACKLASH

When it comes to diversity issues, a fear of backlash can cause brands’ efforts to come up short—a failing consumers take notice of. Marketers often underestimate how much people care about the social issues affecting them and their community.

of Millennials agree: because businesses are too concerned about offending the general population, they fail to take a firm stand on issues that are important to minorities

70%

“You have to embrace a trailblazer mentality. … Fear is a crutch.”

—Sakia Sorrosa, VP, Marketing Innovation & Growth Platforms, National Basketball Association

“NBA Inspires and Connects with the Total Market,” ANA Conference 2014



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http://www.ana.net/miccontent/showvideo/id/v-mcc-nov14-nba

http://www.ana.net/miccontent/showvideo/id/v-mcc-nov14-nba



OPPORTUNITY: UNPARALLELED GROWTH

Corporate leaders in the U.S. are recognizing how much ethnic consumer groups drive growth, especially those whose target market skews younger, or that operate in categories such as food and beverage, health and beauty, retail, automotive, and others. Many of these companies are utilizing a total market approach driven by ethnic consumer insights that leads to demonstrable business growth.Challenges &

Opportunities


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Non-Hispanic White

African American Hispanic Asian American

14% 16%

23%25%

Growth in Purchasing Power by Race 2010-2014

(Selig Center for Economic Growth)




OPPORTUNITY: MARKETING EFFICIENCIES

U.S. corporations are reporting on the marketing efficiencies of a total market strategy. The efficiencies often reside on the media reach of their campaigns, but they also include internal team collaboration and support.



“The total market approach allows us to get both scale and efficiency while balancing relevance and effectiveness where it matters the most. As a result, brands like Huggies, Kleenex, and Kotex have shown great potential for growth.”

—Lizette Williams, multicultural marketing leader, North America, Kimberly-Clark

(Mediapost.com)

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http://www.mediapost.com/publications/article/236010/kimberly-clarks-total-market-approach.html



OPPORTUNITY: INCREASED BRAND EQUITY

Total market brand communications use integration, coherence and message repetition; this builds the brand across all consumer segments, regardless of race or ethnicity. Brand equity is built on the number of consumer touch points as well as the quality of the message itself.



1,003%

CASE STUDY: Coca-Cola

increase in social mentions after airing the 2014 Super Bowl commercial, making it the company’s most successful campaign in years.

20% increase in purchase of Coca-Cola products among those 19-24 compared to the month before the ad aired.

1003%

BACK

(Wendy Clark, President, Sparkling Brands, Coca-Cola NA; ANA 2014))

(BloombergBusiness)

26% of ethnic minority consumers say Coca-Cola Classic is the soda they drink most often, compared to 20% of Non-Hispanic White

(Source: 2014 Kantar Media TGI)

http://www.bloomberg.com/bw/articles/2014-07-31/coca-cola-sales-decline-health-concerns-spur-relaunch

https://www.youtube.com/watch?v=443Vy3I0gJs




Polycultural AmericaPOLYCULTURALISM IN THE MARKETPLACE: To better understand polyculturalism, it’s useful to examine the ways it manifests in today’s marketplace. These trends highlight marketing, innovation and positioning opportunities for brands in any category.


Four ways that polycultural America can be seen in the marketplace

The Changing

Color of Luxe

Sensorial Blast

The New Protagonist

Bilingual Identity



THE CHANGING COLOR OF LUXE: Savvy and aspirational ethnic consumers are branching out, in some cases going for more subtle expressions of luxury, in others for unique products with cultural relevance, and in still others for high-end versions of beloved home-stuff. For ethnic minority consumers more open to spending money than in previous years, culture plays a vital role in purchasing decisions.

African American

Hispanic

Asian American

Non-Hispanic White

57%

54%

63%

29%

My cultural heritage has a large influence on my pur-

chase decisions

*Among those who say they are more open to spending money than they were 5 years ago

Black Coyote Wineries, Calif.

One of the first African-American founded wineries;

65% of its club members are African American.

Chayo Mexican Kitchen & Tequila Bar, Las VegasA new and upscale taste of Mexican food with a focus on tequila culture.



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THE NEW PROTAGONIST: In the entertainment business, diversity has officially reached the lead role. It is no longer acceptable to have diverse casting in secondary roles only. And with ethnic consumers’ tendency to be either more immersed in or more engaged with media content than Non-Hispanic Whites, they expect dynamic ethnic main characters to relate to.

African American

Hispanic

Asian American

Non-Hispanic White

58%

39%

34%

38%

40%

59%

47%

37%

Tweet, Facebook, text, etc. about a TV show while that show is on live*Watch more than 25 hours of TV per week**

“It’s time for people to see us, people of color, for what we really are: complicated.”

—Viola Davis, star of ABC’s “How to Get Away With Murder”



Ethnic media consumers: immersed and engaged

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*Among those with an internet-enabled mobile device (summary of frequently/occasionally)**Source: 2014 Kantar Media TGI



SENSORIAL BLAST: The most noticeable effect of polyculturalism in the marketplace is the ways in which American tastes have been changed and shaped by ethnic preferences and flavors. People’s senses are being stimulated today more than ever before—thanks to the ethnic experience, product innovations and attention to quality.

Fashion and

Clothing

Music Movies Food and Cooking

53%59%

53%

65%

My preferences have been shaped by my interactions with people of other races

and ethnicities (among Millennials)

SMELLScents and aromas have become more prominent and, in many cases, more upscale.

TOUCHTextures have become smoother with new levels of softness never reached before.

TASTEThe American palate is getting broader and stronger: flavors are bold and what was exotic before has gone mainstream today.



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BILINGUAL IDENTITY: Bilingualism (English/Spanish) is an aspiration that transcends today’s Hispanic population. Throughout the country, non-Hispanic children are learning the language at earlier stages and developing bilingualism. Marketers are leveraging this trend with bilingual signage and products for both native speakers and those who want to learn Spanish.

Boomer Xer Millennial

48%

61%

71%

Agree: Spanish is more important to me today than it was five

years ago (among Hispanics)

Centennials

Millennials

Xers

Boomers

Matures

14%

10%

8%

3%

2%

16%

13%

9%

4%

2%

Read Spanish well Speak Spanish well



Spanish language skills

among non-Hispanics

BACK



IS POLYCULTURALISM A TREND AND HOW LONG WILL IT LAST?

WHICH CONSUMER GROUPS SHOULD I FOCUS ON?

WHAT’S YOUR ISSUE?

WHAT IS THE ROLE OF CULTURE IN MARKETING TO CONSUMERS?

Now What?

A roadmap for developing a successful strategy in the new polycultural America


Polycultural AmericaHelp! How long is polyculturalism going to last and how long should I follow it?

1 32ASSUME RECOGNIZE ENGAGE

Polyculturalism is not a trend; it is and will be the norm.

Polyculturalism is the everyday reality of U.S. consumers today and assume it will only grow as we look into the future.

Recognize the new polycultural paradigm and how it influences your current and future consumers.

Different facets of a polycultural America will impact different aspects of your business, from human resources to brand communications.

Across categories, there is a growing need to embrace diversity, innovate with ethnic consumers in mind, and speak with cultural intelligence. This is especially true for marketers targeting Millennial and Centennial consumers.

BACK

Now What?


BACK

http://tfccontent.com/download/030514/



Polycultural AmericaHelp! Which consumer groups should I focus on in a polycultural America?

1 32INCLUSION INTEGRATION COMMITMENT

Marketing in polycultural America isn’t about focusing on one specific group. The right approach looks at integrating sub-segments of the population into a total market strategy that is cohesive and therefore, more impactful.

Bring in diverse voices to the table early on in the planning/creative process. Listen to ethnic consumer perspectives and fold them into strategy development. Building cultural intelligence into the planning process will ensure you reach the total market.

It can be easy to “talk the talk” of a total market focus, but companies and brands must fully commit to incorporating diversity into their strategy and stand behind it. Success in polycultural America requires color bravery, not color blindness.

BACK

Now What?


BACK


Polycultural AmericaHelp! What is the role of culture when marketing in a polycultural America?

Now What?


BACK

The Futures Company’s cultural orientation model—the Cultural Positioning System (CPS)—shows that consumers increasingly are demonstrating more interest in their own and others’ culture.

Consumers are moving into the polycultural quadrant of the CPS as openness increases across the board and attachment to cultural heritage grows, especially among ethnic consumers.

Brands using culture to connect with consumers in relevant ways stand to win in the polycultural marketplace. Knowing where your target consumers fall in the CPS can help you strike the right balance of cultural openness and attachment to match their relationship to culture.

1 32APPETITE DIRECTION OPPORTUNITY



Beginning Steps

• Forges meaningful connections with ethnic communities, especially those underserved; commitment towards social issues

• Launches diversity-related brand initiatives; ethnic voices and faces

Intermediate Steps

Advanced Steps

A Brand’s Journey to Color Bravery

Brands & Marketing

Brands and campaigns resonating with polycultural America

• Diversity from within (HR, leadership)

• Invests in ethnic initiatives; new product innovations to meet ethnic consumer needs

• Brand drives race conversations

• Takes a stand on polarizing diversity issues



Beginning Steps

In its December 2014 issue, Glamour magazine chose Lupita Nyong’o for its cover as the “breakthrough” woman of the year.

The Journey to Color Bravery

Brands & Marketing


P&G is redefining beauty and celebrating ethnic identity with its twin campaigns: Orgullosa (Proud) for Hispanic women and “My Black is Beautiful” for African Americans.

“There’s room in this world for beauty to be diverse.”

—Lupita Nyong’o

BACK

https://twitter.com/lupita_nyongo

http://finance.yahoo.com/news/p-g-orgullosa-launches-nueva-141500008.html

http://finance.yahoo.com/news/p-g-orgullosa-launches-nueva-141500008.html

http://www.usatoday.com/story/money/business/2013/06/12/procter-gamble-black-is-beautiful-improve-lives/2414129/

http://www.usatoday.com/story/money/business/2013/06/12/procter-gamble-black-is-beautiful-improve-lives/2414129/

http://www.glamour.com/inspired/women-of-the-year/2014/lupita-nyongo

http://www.bet.com/video/betawards/2013/bet-experience/exclusives/my-black-is-beautiful-imagine-a-future-trailer.html

https://www.youtube.com/watch?v=UPH29LB5AKc



Intermediate Steps


Brands & Marketing

Brands and campaigns resonating with polycultural America One of ESPN’s key

competitive advantages is the diversity of its workforce. This is a quality that is reflected on screen, in front of an increasingly diverse audience.

Walgreens innovated its retail format to meet the needs of people living in food deserts by offering fresh produce in its stores. Walgreens is investing right where ethnic consumers need it: health and nutrition.

BACK

http://thinkprogress.org/alyssa/2013/02/26/1643281/diversity-sports-journalism-espn/





During Martin Luther King Jr. Day, MTV took a stand by airing their programming in black and white with the objective of starting conversations about race. Conversations were directed to the online platform lookdifferent.org. MTV used the hashtag #thetalk to engage its audience, featuring stories from politicians, artists, actors and activists throughout the day and on their website.

Advanced Steps


Brands & Marketing


BACK

http://www.adweek.com/news/television/mtv-will-mark-mlk-day-airing-black-and-white-162413

https://twitter.com/search?q=



http://www.mtv.com/videos/news/1159489/the-talk-lets-move-from-color-blind-to-color-brave.jhtml


Polycultural America“Millennials are the most racially diverse generation in American history, a trend driven by the large wave of Hispanic and Asian immigrants who have been coming to the U.S. for the past half century, and whose U.S.-born children are now aging into adulthood.” (Millennials in Adulthood, Pew Research Center)

“As immigration continues to shape our food tastes, watch for authentic interpretations, as well as the introduction of ingredients into mainstream cooking, and curious new products at the grocery store, including exotic flours, and spicy and vinegary condiments. Already you can get your ghee and your togarashi at local Whole Foods stores.” (The National Restaurant Association)

“To win over important growth communities, culture can no longer just be subtext; it must drive total market models. So are you ‘culturalizing’ for future growth and success with the rapidly expanding and shifting multihued audiences critical to growth in the U.S.? Fail to do so at your own risk.” (Esther Franklin, Executive Vice President, Starcom MediaVest Group, AdWeek)

“We cannot afford to be color blind. We have to be color brave. We have to be willing—as teachers and parents and entrepreneurs and scientists—we have to be willing to have proactive conversations about race with honesty and understanding and courage, not because it's the right thing to do, but because it's the smart thing to do. Because our businesses and our products and our science, our research, all of that will be better with greater diversity.” (Mellody Hobson, TED Talk)

“The path to becoming a true color brave brand is far from easy. To be credible in this space, brands need to demonstrate a true, unyielding commitment to diversity—and not just of the casting variety. They must be prepared for the backlash and controversy that often comes with taking a courageous approach. But the upside is worth the risk. Americans’ steadfast belief in the value of diversity is widespread and growing.” (Valeria Piaggio, Head of Polycultural Insights, U.S. Yankelovich MONITOR)

Quotes of Note

Useful snippets of relevant content about polycultural America to add color to these insights




http://www.restaurant.org/Pressroom/Press-Releases/Culinary-Forecast-Predicts-Local-Sourcing,-Environ

http://www.adweek.com/news/advertising-branding/multicultural-marketing-requires-whole-market-approach-158613











http://tfc.thefuturescompany.com/file_depot/0-10000000/0-10000/1/conman/FuturesCo-USM-Minute-Is_your_brand_Color+Brave-20141112.pdf









Future Perspectives• The Roadmap to the New America

MONITOR LIVE Spotlights• Diversity Reaches a Tipping Point• The Demographic Future: Are Brands Ready for th

e Next American Revolution?

MONITOR Minute• Why Being a Force for Good is the Future• The Customer Service Conundrum

MONITOR Downloads• Multicultural Consumers• Millennials• New American Household

Other Sources• Racial Dot Map (Demographics Research Group)• The Next America (Pew Research)• Race in America (Pew Research)• The Changing Demographics in America (Smithsonian)• 20 Years of Sweeping Change (USA Today)• Mapping America’s Future (Urban Institute)• Welcome To The New Off-white America (AP)• Interracial Marriage Seen Gaining Wide

Acceptance (New York Times)• Millennials as New Parents (Barkley/Vision Critical)• Racial Bias Persists (National Bureau of Economic Rese

arch)

Other Resources

Links to additional content on polycultural America

http://thefuturescompany.com/free-thinking/roadmap-to-the-new-america/

http://thefuturescompany.com/october-2014-live-polycultural-marketplace

http://thefuturescompany.com/october-2013-live/

http://thefuturescompany.com/october-2013-live/

http://go.pardot.com/l/31722/2014-06-02/5mlzc

http://go.pardot.com/l/31722/2014-06-02/5mlyy

http://tfccontent.com/download/multiculturalconsumers/



http://www.coopercenter.org/demographics/Racial-Dot-Map

http://www.pewresearch.org/next-america/

http://www.pewsocialtrends.org/2013/08/22/race-demographics/

http://www.smithsonianmag.com/40th-anniversary/the-changing-demographics-of-america-538284/?no-ist

http://usatoday30.usatoday.com/news/nation/census/2011-08-10-census-20-years-change_n.htm

http://datatools.urban.org/features/mapping-americas-futures/

http://www.huffingtonpost.com/2013/03/17/latinos-blur-racial-lines_n_2895378.html?utm_hp_ref=los-angeles&ir=Los%20Angeles

http://www.huffingtonpost.com/2013/03/17/latinos-blur-racial-lines_n_2895378.html?utm_hp_ref=los-angeles&ir=Los%20Angeles

http://www.nytimes.com/2012/02/16/us/pew-study-americans-more-accepting-of-interracial-marriage.html

http://www.nytimes.com/2012/02/16/us/pew-study-americans-more-accepting-of-interracial-marriage.html

http://www.millennialmarketing.com/2013/07/new-research-the-millennial-generation-becomes-parents/

http://www.nber.org/digest/sep03/w9873.html

http://www.nber.org/digest/sep03/w9873.html



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