2010 America

What marketing and advertising professionals need to know about the biggest market research project of the decade: the Census Bureau's 2010 census.

October 11th, 2009

By Peter Francese

Word Count: 10,000

In 2010 America, demographics expert Peter Francese explains what marketing and advertising professionals need to know about the biggest market-research project of the decade: the official 2010 U.S. census. Mr. Francese is demographic trends analyst at Ogilvy & Mather, New York, and founder of American Demographics magazine, putting him in a unique position to analyze and synthesize census data for a marketing audience. The Census Bureau will release results starting in spring 2011. But there's no need to wait. In this highly readable 32-page paper packed with charts from his projections, Mr. Francese shows what the census will say about the changing face of consumers. He offers key insights: How we have become a truly multicultural nation. Where the population is moving. What an aging America means for marketers. Which demographic groups have money to spend. Why a household of Mom, Pop and kids is no longer the norm.

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