There is No Average American Consumer

That’s the word from an Ad Age Whitepaper — 2010 America: What the 2010 Census Means for Marketing and Advertising.  From the article introducing the whitepaper:

“The concept of an ‘average American’ is gone, probably forever,” demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. “The average American has been replaced by a complex, multidimensional society that defies simplistic labeling.”

The message to marketers is clear: No single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as “the American consumer.”

While you may have already seen this news (it was originally published on October 12th), if you haven’t, take a few minutes to give it a read.