strongest in the traditionally multicultural markets of the West, South, and East. However, ethnic consumers are gradually expanding to the Central and Northern regions of the U.S. Key Areas in the U.S. that are Majority-Minority States: California (60%), Texas (55%), Hawaii (77%) and New Mexico (60%) Metropolitan Areas: New YorkNorthern New JerseyLong Island (51%), Los Angeles Long BeachSanta Ana (68%), Houston Sugar LandBaytown (60%), MiamiFort LauderdalePompano Beach (65%), San FranciscoOaklandFremont (58%), Las VegasParadise (52%), Memphis (54%), Washington DCArlingtonAlexandria (51%), San DiegoCarlsbadSan Marcos (52%) Counties: Los Angeles (72%), Cook County, Illinois (56%), Harris Country, Texas (67%) *Almost* Majority- Minority States: Nevada, Maryland, Georgia, Arizona, Mississippi, Florida, New York, New Jersey, Louisiana Counties: Travis and Tarrant Counties, Texas, Mecklenburg County, North Carolina, Hillsborough Country in Florida, Milwaukee County, Wisconsin, Fairfax Country, Virginia, Pima County, Arizona Additional Snapshot Facts 83 percent of people in the U.S. report at least one foreign ancestry. Garcia and Rodriguez are among the top 10 surnames in the U.S. The multicultural population grew 19 percent between 2000 and 2010 and is expected to grow by 194 percent between 2010 and 2050. By 2042, the U.S. is expected to become a majority-minority country. By 2050, ethnic segments will make up 54 percent of the U.S. population. So The U.S. is already a multicultural nation. Future growth will primarily come from ethnic segments, esp. Hispanic Americans/Latinos. The implications for businesses are enormous. Companies need to rethink the way they do business in the U.S. if they want to stay relevant to consumers now and in the future. Ethnic segments must be an integral part of the overall business strategy if companies want to remain viable and grow. What does the Future Hold? By 2050, there will be 203 million non- Hispanic Whites, 133 million Hispanics, 52 million African Americans, and 33 million Asian Americans. The multicultural segment (people of 2 or more races) will have a strong say in the future of the U.S. This group will be 11 million strong by 2050. White with black; White with Asian; White with American Indian A challenging segment! What does this mean for Business? Businesses need to not only understand what is happening in these ethnic segments, but they need to know how they should be responding to it. Translating an ad into Spanish or hiring an African American sales manager is not sufficient. Businesses need to be in culture. In Culture? Speaking to customers in their own native language or the language they respond to the most when making buying decisions. Being sensitive to ethnic and nationalistic sensitivities and not making cultural gaffes. Hiring a multicultural marketing expert to make sure you know what in culture is and what is not.