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Recognizing the New Facets of Fatherhood Today’s dads are involved, not hapless

With Father’s Day approaching, it’s a good time to look at how the role of fatherhood is changing, and how dads are becoming more active in maintaining the home and…

The Just in Time Generation Driven by smartphones, young adults seek immediate info

Young adults are no longer simply digital natives, but mobile natives as well. Their rapid adoption of smartphones is changing both how they access data and how they manage their…

Hispanic Sustainability Nielsen says Latino culture is here to stay

By now, most marketers know the numbers when it comes to Hispanic growth in America. The segment is 52 million strong and will likely represent the majority of population growth…

The Start of Majority-Minority Non-Hispanic Whites now account for less than half of new births

The forecast about the U.S. becoming a “majority-minority”—where minority groups account for more than half of the population—is becoming a reality. For the first time ever, the number of minority births…

The Best Places for College Grads San Francisco and Silicon Valley top the list

College graduation season is upon us. When the commencement speeches end and the mortarboards fly into the air, it’s time for college graduates to make some life decisions—like where to…

Retail in China 2020 Malls to proliferate while consumers become more discerning

  This is the second of a multi-part series on changes in China. Read part one here.   In most countries, there is increasing speculation about the extent that e-commerce and e-shopping will…

A Slowdown in Startups Young firms in steep decline

Entrepreneurship is a part of the American dream, but there are fewer new companies today than there have been since the startup rate began being tracked in the mid-1970s. According to…

The Most Multiracial Group More than half of Hawaiians/Pacific Islanders report multiple races

It may be the smallest racial group recorded in the U.S. Census, but it is also the most likely to be multiracial. We’re talking about the Native Hawaiians and other…

Same-Sex Couples in America How many married couples are there?

President Obama’s support for same-sex marriage has brought the debate about gay marriage front and center. How many married same-sex couples are there in the U.S. today? The Census Bureau…

America’s Foreign Born 13 percent of the nation wasn’t born in the U.S.

The massive wave of Latin American immigration in the 1990s and 2000s has forever changed the tapestry of America. But the foreign born population represents a wider swath than just…

The Power of a Plethora of People The creativity of crowds

Last month, while on a business trip in Mumbai, India, I found a few spare hours between meetings to explore the city. I do this as often as I can…

China 2020: More Men, More Ambitious Women The repercussions of “single child” policies

  This is the first of a multi-part series on changes in China.   It is hard to imagine that a U.S.-style Census could be routinely conducted in a nation as vast as…

A Non-Mom’s Take on Motherhood What our mothers taught us about life and advertising

When I was asked to write something for The New America about mothers, my first reaction was uncertainty. Despite adoring kids, and making a concerted effort to spoil the children…

Career Aspirations Young women now top young men in valuing a high-paying career

In a reversal of traditional gender roles, young women now surpass young men in the importance they place on having a high-paying career or profession. A 2012 survey by the Pew…

Home Alone A look at one-person households

Americans are living longer and marrying later. These two trends have combined to create a shift in the makeup of households, as more people are living alone than ever before. In…

Homeownership Rate Falls Housing indicator hits 15 year low as more people rent

The last time the homeownership was this low, Bill Clinton was president. The impact of the bursting of the U.S. housing bubble is still being felt across the country. In the…

The Start of Postracial America Interracial and interethnic partnering rates reach new highs

It wasn’t that long ago that interracial or interethnic marriages were so far out of the American norm that there were even laws against them in some areas. How times…

Trouble with the Rules of Engagement Protocols for demographic affinity

In my previous post, I talked about the joke rule that mandates you can only joke about your own race, gender or ethnicity. Yet, in a recent career advice article,…

Redefining Traditional American Households Families led by husband-wife now account for fewer than half

Is there still such a thing as the typical American household? If you’re thinking it’s a husband, wife and 2.3 kids, then you’re now missing out on more than half…

Is Mexican Immigration Over? The number of people arriving from Mexico now equals the number returning

Few population trends have had a greater impact on American culture than the four decades of Mexican immigration that have brought 12 million Mexican Americans to the U.S. since 1970.…

The Long Road to Work American commuters are mostly solo drivers

How did you get to work this morning? Did you drive? Carpool? Take the train? Bike? Walk? How long did it take? America is still a nation of commuters—mostly drivers…

May Is Older Americans Month A look at seniors “by the numbers”

Since 1963, May has been the month that celebrates Americans 65 and older. With older Americans now representing a larger share of the overall U.S. population than ever before, it’s…

The Real Game Changers Are the Gamers Themselves From mobile to social to console, understanding player behavior

Americans are playing games more than ever on a growing list of technological devices. According to the Entertainment Software Association, at least one individual in 72 percent of American households…

Return of the Mommy Wars What the Census says about women, work and motherhood

The current discussion about Ann Romney’s stay-at-home choice (or lack of work experience) has again brought to light the debate about women, work and motherhood. Who exactly are stay-at-home moms?…

Greater Diversity for Gay and Lesbian Families Debunking the white, wealthy, urban stereotype

LGBT families are not who you may think they are. While popular images of same-sex couples with children often seem to be white, wealthy and urban, racial and ethnic minorities…

Get to Know Affluent African Americans The Internet has changed their purchasing patterns

Let’s meet today’s Affluent African Americans, or, as my co-author Leonard Burnett and I call them in our book Black is the New Green, the AAAs. AAAs are doctors, lawyers, business…

To Be Young, Single and College-Educated The key group driving the return of American cities

If you want to know what areas of the U.S. will be growing over the coming decade, follow the pioneers—the people who are willing to take a chance on new…

Hispanics and the Mobile Mandatory Draftfcb's Patrick Moorhead examines this unprecedented opportunity

  Follow @the_new_america on Twitter   Return to The New America    

The New Aging Demographic Jim Lucas, Global Director of Retail Insight and Strategy, Draftfcb, on why Boomers are disruptive

  Follow @the_new_america on Twitter   Return to The New America    

Now Is the New Next There’s an abundance of new realities to explore right now

The advertising industry loves to obsess about trends that are just beyond our fingertips. During the past 10 years, the “Connected Home” has been in a tight race with both…

The Boom State of North Dakota Population growth comes in surprising places

When one thinks of Americans picking up and moving out of state, it’s easy to think of the sunny beaches of Florida or the desert communities of the Southwest. But…

The End of Sprawl? Metro area growth means decline of the farthest suburbs

Suburban sprawl—where metro areas spread outward from the city center to the farthest outskirts and formerly rural land becomes suburban or exurban development—has been a reality since the first suburban…

16 and Not Pregnant U.S. teen birth rates plummet to record lows

If you simply based your opinions on reality TV, then you’d think being 16 and pregnant was an increasing trend. In fact, the opposite is true, as teen birth rates…

What We Can Learn from Fried Chicken How a food’s evolution signals a shift in America and why marketers need to care

Food is a lens through which we can understand culture and ultimately, people. It’s a tangible expression of shared values and beliefs, which connect (and divide) us. At Draftfcb, we…

Young People Are Driving Less American millennials shun cars for alternative transportation

Getting a car always seemed like a rite of passage for America’s young people. But yearning for the “freedom of the road” appears to be disappearing as a trait, as…

Hispanic Labels Don’t Fit Pew research finds fewer than a quarter call themselves Hispanic or Latino

It has been nearly four decades since the U.S. government mandated the use by federal agencies of the terms "Hispanic" or "Latino" to categorize Americans who trace their roots to…

Where the Population Will Be Growing First estimates since 2010 U.S. Census show new patterns

By their very nature, Census results look backwards. They show population shifts over the course of the past decade, but don’t necessarily predict where shifts will occur in the coming…

Counting the Uncounted A look at the 11.5 million “unauthorized” immigrants

Trends in undocumented immigration can reveal potential shifts in the overall ethnic makeup of America, since in many cases it identifies the possibility of “pent-up demand” of foreigners who want…

The Old America Release of 1940 Census provides a “then-and-now” comparison of the U.S.

Historians consider 1940 to be a pivotal year for the U.S. The Great Depression was waning, and many Americans were finding their way out to prosperity. The country was on…

Creativity – and a Passport – Can Take You Anywhere Being curious is vital to understanding the world

  “The creative person wants to be a know-it-all. He wants to know about all kinds of things — ancient history, 19th century mathematics, current manufacturing techniques, hog futures. Because he…

Putting the Volatile 2000s in Perspective Brookings examines Metro America's trends since 1980

As U.S. job and housing markets stabilize and expand once again, population will likely return to interior Sun Belt metropolitan areas and suburban communities generally. However, the places that succeed…

Where Americans Are Moving Census analysis pinpoints county-to-county migration

It’s typical to think of American migration in grand terms: the movement of African Americans from the South to the industrial Midwest; the move from Eastern cities to California…the growth…

The Demographics of Job Recovery Hispanics and Asians experiencing a faster rate of job growth

Two years after the U.S. labor market hit bottom, the economic recovery has yielded slow but steady gains in employment for all groups of workers. The gains, however, have varied…

Americans Are Almost All City Mice Urban areas grow while rural population's share dwindles

The fable of the City Mouse and Country Mouse goes back to Aesop. But in today’s U.S., America’s population continues to move to cities and their surrounding suburbs, with the…

Finding the Bible Belt Gallup study unveils America’s religiosity

Where is the Bible Belt? Right across the Deep South, according to the Gallup’s recent analysis of America’s religiosity. The study found that Mississippi is the most religious state in the…

Immigrant Workers in America Brookings analyzes the role of immigrants on the labor force

Despite being a “nation of immigrants,” the U.S. seems to be in a perpetual debate about the impact of immigrant workers on the labor market. Today, this comes through discussions…

Black Business Ownership Surges Number of firms increases at triple the national rate

Business ownership is often sees as a steppingstone to economic and social equality, which makes the high growth rate of Black-owned businesses in the U.S. a positive shift. According to the…

An Eastern Influence in the West Asian Americans are becoming a major force in California and western states

Asian Americans were the fastest growing race group in the U.S. in the 2010 census, but their demographic influence is still mostly in the western part of the country, with…

OMG! Grandma's Texting Me Older Americans embrace mobile devices

Grabbing a cup of coffee at my usual café recently, I had planned to steal a few minutes from my overscheduled day to troll some favorite websites. Instead, I got…

To Pin or Not to Pin What makes Pinterest users stick?

Pinterest is the social world’s freshest It Girl. But the site feels oddly like analog in the digital world—breathing new life into a very old tradition: scrapbooking. Just as vacationing…

The Largest U.S. Ethnic Group? It’s Germans Bloomberg analysis of census data identifies Teutonic tracts

As we examine the “New America,” it’s important to also remember that the ethnic make-up of the “Old America” still has a significant influence on the demography of the U.S. Amid…

Millennials Will Benefit—and Suffer—from Connectedness What are the long-term consequences of the networked world?

What does the future hold for today’s hyperconnected millennials? Is all this information turning young people into nimble analysts and decision makers? Or are they facing a dystopian world akin…

Young Adults Choosing “Cool” Cities In recession, they’re looking for a hipper vibe

When times are good, young Americans go where the jobs are. When times are tougher, they head to places they think are cool. The Brookings Institution looked at what metropolitan areas…

Income Inequality in America The South has a disproportionate amount of rich-poor difference

Levels of income inequality are highest in counties in the South, while counties in the Midwest had lower levels of income inequality. The Census bureau examines U.S. household income via the…

Dogs Are the New Kids What’s the cost of pampering your pooch?

The latest U.S. Census reveals a dramatic population shift in America. As of 2010, more households had dogs (43 million) than children (38 million). But with more families opting for…

Girl Power Education is the real catalyst for human development

Living in the fast-growing—and now labelled “fast-developing"—market of India, it is fascinating to compare recent U.S. Census numbers with those of India. Recently, the U.S. Census reported that in March 2011,…

A Great(er) Racial Mix The number of multiracial Americans soars

It’s not clear that more Americans in 2010 were multiracial. But what is clear is that more Americans were willing to identify themselves that way. One of the key findings of…

Do Higher Degrees Pay Off? It depends on the field

What is a college degree really worth? Now that three in ten American adults has a bachelor’s degree, it’s natural to question whether education level has a direct correlation to…

The Rising Wealth of Older Americans The old prosper…relative to the young

Households headed by older American are getting richer, while those headed by younger adults are seeing their economic well-being erode. According to analysis of government data by the Pew Research Center,…

Irish in America March is Irish-American Heritage Month

Everyone may be Irish on St. Patrick’s Day, but “Irish” is the second largest ancestry group in the U.S. behind Germans. In celebration of Irish-American Heritage Month (as proclaimed by…

You Gotta Move Or maybe not, as more Americans are staying put

From conquering the frontier to the expansion of suburbia to the growth of the West, America has been a transient nation. Simply put, Americans like to move. But that may…

The Racial Opportunity Gap Urban Institute rates top 100 metro areas for Black, White, Hispanic equity

Despite the achievements of the civil rights era, there are still inequities between African Americans and Hispanics and Whites. The Urban Institute, a non-partisan social policy and economic research group…

Asian Growth As Dramatic As Hispanic Population surges 43 percent from 2000 to 2010

While Hispanics fueled much of the U.S. population growth in the aughts, the influence of Asian Americans on that increase can’t be ignored. In fact, the Asian-American population grew at…

Happy Women’s History Month Facts and figures about American women

March is National Women’s History Month—including International Women’s Day on March 8. Here are some key statistics from the Census Bureau about American women:   157.0 million – The number of females…

Looking for Engineers? Go to the Coasts Where degree holders live says a lot about local economies

It’s a big deal for a college undergraduate to choose a major. But if they’re thinking about science and engineering—two areas that are deemed increasingly important to future innovation in…

Dignified Intolerance Creating a diverse and inclusive world is not something that should be debated but embraced

As Black History Month 2012—which carries the theme: “Black Women in American Culture & History” —comes to a close, it’s a good time to reflect on the profound influence so…

Labor Force Growth Slows, Hispanic Share Grows Hispanics account for three quarters of growth

Population growth was driven by Hispanics during the past decade and this will have an impact on the labor force over the next 10 years. Hispanics will account for three quarters…

Multigenerational Households Number of children living with a grandparent increases

While the rise of single-parent households has gotten a lot of ink, another key trend has emerged in the makeup of American households—the sharp increase in the number of children…

Higher Numbers for Higher Education More than 30 percent of adults now have bachelor’s degrees

A college degree is often seen as the foundation for future success, and for a growing number of Americans, it is now a basic part of their resumes. In March 2011,…

Is Including A Stereotype Inclusive Enough? When are you allowed to joke about another minority? Never

When I took an intro to comedy class, my very experienced comedy teacher had a strict rule: you can make fun of your own race, gender, or ethnicity but nobody…

The Rise of Intermarriage Pew study analyzes demography of those who marry different races or ethnicities

Guess who’s coming to dinner. A new report by the Pew Research Center has found that American’s attitudes towards intermarriage has changed considerably over the past several decades. Using data from the…

Coming of Age in the Down Economy Pew finds young Americans are underemployed but optimistic

It’s no secret that the recession has hit young adults particularly hard. Across America, employment levels are at their lowest levels ever for young adults, and this is having an…

You Can Go Home Again More young adults are living in their parents' home

So much for empty nesters. Between 2005 and 2011, the proportion of young adults living in their parents' home increased, according to the U.S. Census Bureau. The percentage of men age…

A Racial Melting Pot? Millennial generation will drive dramatic increases in interracial marriage

For over 200 years, Americans have proudly referred to our nation as a “melting pot”—the intimation being that America is a shining example of the prosperity that can result from…

Man Down The future isn’t rosy for American males

The outlook for men in America is bleak. Not only have male serum testosterone levels dropped by 20 percent over recent decades (New England Research Institute, 2007), but the gender is…

Where Hispanics Live Over half reside in just three states

If you look at population of Hispanic-Americans by where in the country they live, you’d start by saying they’re settled in the West and South. Then you’d notice they’re really…

D-I-V-O-R-C-E The South has the highest rate of marriage breakups

Maybe there’s a reason so many country songs are about broken marriages. Men and women in the South have a higher rate of divorce than in other regions of the…

Characteristics of Business Owners Painting a portrait of the typical American enterpreneur

Incredible drive. An entrepreneurial spirit. A desire to make a difference. A need to “be the boss.” Those might be personality traits of the stereotypical American business owner. But what…

Segmenting the Hispanic Market A look at Latinos by country of origin

With Hispanics representing one in six Americans in the 2010 census, it’s easy to assume that they are a single, homogeneous group. But nothing could be further from the truth. People…

Meanwhile in Canada… A western migration by our northern neighbors

Canada has released the findings of its 2011 census, and for the first time more people live in the western provinces than in the eastern ones. This comes as the…

Has Webster’s Redefined Urban? Where are the Black faces at Urban Outfitters?

What do you think of when you hear the word “urban?” Inner-city? Rap, hip-hop or Black, perhaps? I can’t imagine you think urban is defined by sad, blonde and brunette waifs,…

Be Mine? The evolution of Valentine’s Day

Valentine’s Day has evolved over the years from a day of romance to an occasion that celebrates many types of relationships. Increasingly, it is becoming a celebration of those we…

An Unmarried Boomer The growing number of middle-aged singles has significant implications, say two Bowling Green professors

As Baby Boomers age, their propensity for divorce—even in later age—is creating a generation of middle-aged unmarrieds. Now, as the first Boomers are turning 65, this “singlehood” trend could have…

The End of the Segregated City? Report from the Manhattan Institute says the all-White neighborhood is effectively extinct

Segregation of African-Americans in the largest cities is on the decline and at its lowest point in more than a century, according to a report from the Manhattan Institute, a…

All About African Americans Today Census Bureau releases facts and figures for Black History Month

In celebration of Black History Month, the U.S. Census Bureau has released a series of facts and stats about the African American population aggregated from recent studies.   42 million - The…

State and Local Governments Employ 16.6 Million Most work in education

All politics is local, and those governments continue to be key providers of employment, even if they are hiring fewer people. According to the latest data from the U.S. Census Bureau,…

The Rise of Advertising That’s Multicultural Carnival Cruise Lines sets a great new course

What’s the future of advertising in the multicultural world in which we live? I officially predict the fall of multicultural advertising and the rise of advertising that’s multicultural. Riding the PATH…

Flippant Pranksters Vs. Pompous Braggarts Exclusive Super Bowl stats examine what different fans stand for

We all know the Super Bowl is more than touchdowns and chicken wings. It’s a gladiatorial combat between cities, egos and maximum-strength team personalities. Draftfcb teamed with Likester to determine…

Game On The 100 million+ Super Bowl watchers represent cross-sections of The New America

Talk is cheap. Fans of the New York Giants and New England Patriots, the teams set to battle in Super Bowl XLVI Feb. 5 in Indianapolis, are dissing each other…

Half of U.S. Businesses Are Home-Based But home businesses are small earners and have few employees

Many Americans dream of working for themselves or working from home. It may be no coincidence, then, that about half of all businesses in the latest Survey of Business Owners…

The Multiracial Native American Nearly half of American Indians and Alaska Natives report multiple races

One of the most prominent findings of the 2010 U.S. Census is the number of Americans who identify themselves by multiple races. This trend continues in the Census Bureau’s count…

The New American Immigrant Newly arrived foreign-born population heads to the heartland

America’s great melting pot continued from 2000 to 2010, but its ingredients are again evolving. The Census Bureau’s American Community Survey found that 40 million foreign-born people lived in the U.S.…

Delayer Boom More educated women have children later

It’s a population trend that may seem quite familiar to many working women. Not only are American women with a college degree getting married later, but they are becoming mothers…

Look Who’s Flocking Evolved “White flight” creates an unexpected, suburban microcosm of America

“White flight” to American suburbs is not exactly a thing of the past, even though mainstream media heralded its return trip to city centers in 2010. That was before demographers sifted…

Living Longer, Living Better 
Baby boomers are becoming senior citizens...just don’t market to them that way

As the Baby Boomer generation ages, it will be a disruptive demographic force in the U.S., not only because of its size (75-plus million), buying power ($3.4 trillion), but also…

How Many Hispanic-Americans Are There? Two USC professors examine why Hispanics often fail to identify themselves that way

Because U.S. Census data is based on self-identification, the total Hispanic population could be underrepresented in results by as much as 2.5 million people. A recent study by Amon Emeka…

Marriage Rate at Record Low Average age of first-time brides and grooms rises six years since 1960

Fewer wedding bells are ringing. Barely half of all American adults are currently married, a record low, and those that are getting hitched are doing it at an older age. According…

Half of First-Time Mothers Receive Paid Leave 82 percent worked within one month of their first child’s birth

Increasingly pregnancy is no longer a bump on the career paths of American women. There has been a significant shift about how the work world views expectant mothers, and how…

Black Population Moving South African-Americans represent 12.6 percent of U.S.

Is the great migration reversing? The Black population of the U.S. is now heading south, at the expense of the Northeast and Midwest. According to the 2010 Census, 56.5 percent of…

The New Profile of America 10 key findings from the 2010 U.S. census

What does The New America look like? According to the 2010 U.S. Census, the 2000s brought about a series of changes. The U.S. population is more diverse and older. People…

Five Discoveries from the 2010 Decennial Census That Advertisers Should Know

Our country is changing. Unless you understand these changes, your advertising can miss the mark. Here are five findings to remember:   1. The U.S. population is an older one. The average…

Simplicity Is the Universal Language Be sensitive to the new needs of cross-cultural America

Here comes the understatement of the century: reaching an audience as diverse as U.S. Census statistics show is not easy. As the population evolves into one where languages and ethnicities co-exist…

Engaging the Fragmented Family Household metrics feel obsolete in the era of the mediavidual

The days of the average American family with 2.4 children settling in together for an evening of “Must See TV” have long since passed. Saturday night TV is now an…

Traditional Models Are Dead; Long Live Traditional Models Demographics? Behavior? Together they're on target

It’s rare to read a marketing story these days that doesn’t question whether using behavior-based targeting to reach consumers is better than demographic targeting. Why are pundits pitting one model…

How American Kids Spend Their Days More low-income families read to their children, fewer kids play sports

Reading aloud to children may be among the most important things parents can do to help encourage literacy, and more young children are getting that head start. According to the…

U.S. Home Ownership Rate Dips The rate is still high, but the drop is the largest since the Great Depression

The housing crisis took its toll on home ownership in the 2000s. The U.S. home ownership rate dipped by 1.1 percent between 2000 and 2010, the largest drop since the…

White Population Growth Fueled by Hispanics As diversity increases, the number of non-Hispanic Whites stays relatively flat

The White population of the United States has become more diverse, with Hispanics accounting for a greater share then ever. The number of people who identified themselves as White in…

U.S. Population Growth Slows to 1940s Levels 2011 had the slowest growth rate since before the Baby Boom

America's population may be growing, but the rate is lower than its been since before the Baby Boom. The United States as a whole saw its population increase by 2.8 million…

The Aging of America 65+ population growing faster than total U.S. population

Older Americans—those 65 and older—now make up a larger percent of the population than ever before. According to the 2010 Census, there were 40.3 million people 65 and older on…

Who’s Minding the Kids? One third of fathers with working wives regularly care for their children

Child care still typically falls to mothers, but fathers have been taking a more active role over the past decade as more married women are part of the labor force.…

About "The New America"

As results from the 2010 U.S. Census reveal, the American landscape has changed significantly. The shifts related to race, age, gender, ethnicity, geography, income and other key demographics are profoundly…