Diversity is the New Normal

This past weekend, I had the opportunity to volunteer with Headcount, a non-partisan organization that works with musicians to promote participation in democracy. The gig was that I was roam around the venue before the show, meeting and talking to people, registering them to vote and reminding them to vote in the coming election and in return I got to enjoy the show. Not a bad gig, if you ask me.


The team this weekend before the show

This was a Dave Matthews Band concert, so as you can imagine, the crowd primarily consisted of middle-aged men and college students. Although the crowd was pretty average, I started to think of other concerts I’ve attended and concerts Headcount registers voters at. Just two weeks ago I volunteered with Headcount at Jay-Z & Beyoncé’s On the Run tour in San Francisco, which attracted a much more diverse crowd than Dave Matthews did. While Headcount is constantly innovating to reach thousands of fans at concerts across many genres, it dawned on me that marketers could learn a thing or two from Headcount. Start marketing to wider audiences and minority groups and start NOW!

According to the US Census Bureau, the U.S. ethnic population is booming and is the biggest segment in Hispanics, surging 43% and rising to 50.5 million in 2010 from 35.3 million in 2000. Hispanics, among other minorities will lead the way in years to come and brands should not underestimate the power these groups hold.

One prime example to leave you to think about is the 2012 presidential election, in which the Hispanic electorate was critical to the President Obama’s reelection. The graph below raises the question, is multiethnic and multicultural the new normal?



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