Think Multicultural

A recent report by Scarborough Research highlights some interesting demographic trends among online job searchers - in particular that they are 47% more likely to African-American.

The report also notes that online job searchers are more likely to be in the coveted 18-34 age group.

As more and more companies look to diversify their employee base to reflect the diverse population of the markets they serve, it appears that online job postings will be a central tactic in achieving those goals.

As I’m sure you’ve seen by now: All advertising is multicultural.

It’s official - the concept of “minority majority” markets has become a reality in 1 out of every 10 U.S. counties, according to a recently released U.S. Census Bureau report.

CNN just ran a story on the data - which is very compelling.

Leading the way is Los Angeles County, home to the 2nd largest city in the U.S. - the City of Los Angeles. As of 2007, almost 71% of LA County’s residents are minorities, lead by 4.7 million Hispanics and 1 million African-Americans.

It’s also interesting to note that 3 New York boroughs - Brooklyn, Queens, and the Bronx - have more than 1 million minority residents each.

For anyone that follows my posts on TM, you know I have been talking about this seismic demographic shift, and that it is creating huge opportunities and threats to the advertising business as we currently know it. Multicultural advertising is no longer a niche strategy - it is quickly becoming the mass market. Hispanic, African American, Asian and other emerging market agencies know this, and general market shops see the writing the wall. It’s only a matter of time before big ad spenders start to rethink who their lead agency should be.