The face of the American shopper is changing

Data from the 2020 census shows the U.S. population is more multicultural than ever, something CPG brands can’t ignore. Society is at a tipping point. The general market is multicultural and according to the U.S. census, Black and brown consumers are inching closer to representing the majority. For marketers, the magnitude of this shift was felt recently in the corporate response to the tsunami of social activism and Black Lives Matter consumer protests in 2020 and 2021. Simultaneously, the COVID-19 pandemic hastened the arrival and adoption of technologies that continue to transform shopper spaces. The convergence of these two inflection points signals a major change to the shopper landscape and the urgency marketers face in understanding its implications.

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