business news in context, analysis with attitude

The Wall Street Journal reports this morning that new US census figures say that "white Americans no longer account for the majority in hundreds of counties across the U.S., a trend transforming America’s social and political landscape as Latinos, Asians and blacks outpace white population growth."

The story goes on: "In 370 counties across 36 states and the District of Columbia, non-Hispanic whites accounted for less than half the population as of July 2015. That includes 31 additional counties since 2010, such as those encompassing Fort Worth and Austin in Texas; Charlotte, N.C.; Savannah, Ga.; and parts of suburban Atlanta and Sacramento, Calif.

"Of the nation’s 3,142 counties, the so-called minority majority ones—12% of the total—represent an outsize chunk of the U.S. population since they are home to almost one-third of Americans." And, "while three-quarters of Americans age 55 and older are white, just 56% of those 18 to 34 are white, and only slightly more than half of minors are white."
KC's View:
Obviously, these are numbers with cultural, political and economic implications ... and at the very least, retailers in a lot of places are going to have to start redefining who their customers are. And they'll have to stay ahead of the wave, lest they be washed away by it.