What Will the Role of Whites Be in a Multicultural America?

Once They Lose Majority Status, They Could Become an Ethnic Niche to Slot into Your Marketing Strategy

What is the first thing that comes to your mind when you hear the phrase “race in America”? — I bet most of you thought about Blacks or African Americans and Hispanics. Probably some of you mentioned Asians too, and maybe a few even associated it with non-race- or ethnicity-based minority segments such as Muslims. Indeed, if you are like most of the U.S. population, it is very likely that your response to my question did not include Whites (or Caucasians) at all. Why? Because we as a society tend to downplay the role of Whites when the conversation centers on race-related topics. Have you ever seen a CNN special titled “White in America”? I have not.

Read the entire article at Ad Age.