The Face of the American Shopper Is Changing

Data from the 2020 census shows the U.S. population is more multicultural than ever, something CPG brands can’t ignore

By Valerie L. Williams-Sanchez, Ph.D.

Census data from 2020 shows U.S. population growth is led by multicultural groups, which means brands that haven’t gotten up to speed on shifts in U.S. culture or that don’t understand how these consumers live and shop could be missing the mark.