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The Biggest Minority

Newsletter • volume 1 • number 12

In many U.S. cities, the white population is no longer the majority. In fact, current demographics predict the ethnic population will grow seven times faster than the white population for the remainder of this decade. This trend has led one consumer behavior research firm to create a new ethnic category in their surveys ­ Anglos. They conclude that since whites no longer stand for the "general market," they, like other minorities, should have their own category.

This new classification makes sense because the firm's research shows that Anglos' purchases in some categories differ significantly from the kinds of purchases made by the population as a whole.

It might also be beneficial for recruiters and HR professionals to look at Anglos as a separate group when it comes to understanding job and career motivation. There is now only one "majority" in the U.S. - women. The biggest minority group is men, followed by Anglos.