Study: The New Mainstream Sets Pace for America’s Population and Economic Growth

2016 American Marketscape DataStream Executive Summary Report reveals
new growth data for key population segments, including Hispanic, Asian,
African American, Millennial and LGBT

MIAMI–(BUSINESS WIRE)–(HISPANICIZE 2016) –– New mainstream consumers will account for 89
percent of America’s population growth over the next five years,
according to a new study issued by Geoscape,
the leading business intelligence company focusing on new mainstream
consumers and businesses.

The study revealed that population groups Asian, Black and Hispanic now
account for more than 36 percent of the United States 2016 population,
4.5 percentage points greater than the 2010 Census.

Titled the 2016
American Marketscape DataStream (AMDS) Executive Summary Report
, the
study is an annual analysis of new mainstream population growth, buying
power and targeted industry best practices. The report is available at
no charge, as part of Geoscape’s
VIP Membership Program
for access to leading data and analytics

This year’s report includes additional data, including statistics on
lesbian, gay, bisexual, transgender (LGBT) and religious affiliation.
The report is a unique briefing on America’s multicultural community,
comprised of Geoscape’s proprietary demographic and economic estimates
and projections for the years 2016 and 2021. Among the data points
published in the report are the following:

Hispanic Growth and Population Breakdown

  • In 2016, there are nearly 60 million Hispanics in America and by 2021,
    there will be 68 million
  • In the next five years, there will be an average of 1.6 million new
    Hispanics in America each year
  • The most populous country of origin among U.S. Hispanics is Mexico (67
  • The largest sub-segment of acculturation – defined by a proprietary
    metric developed by Geoscape called Hispanicity™ – is
    second-generation Hispanics that share both American culture and their
    family’s culture of heritage
  • Nearly 64 percent of Hispanics are bilingual to some degree, 78
    percent speak some level of Spanish and 36 percent are dependent on
    either English or Spanish

New Mainstream Population Increases & Spending Power

  • Today’s average Asian household will spend an average of $2.56 million
    dollars remaining in their lifetime, with Hispanics spending $2.17
    million. In contrast, a non-Hispanic white household will average $1.6
    million in cumulative lifetime spending
  • Asians consume far more than the average American household in various
    categories such as apparel, foods, entertainment and education. Asians
    spend nearly three times more on education than the average American
  • The LGBT population is dispersed throughout the country – and for
    counties with 100,000 or greater total population, LGBT ranges from
    1.3 percent to 9.1 percent of the county’s age 18+ population
  • Percent population by religious affiliation varies dramatically across
    metro areas in the United States. Religious preference is an important
    linkage to cultures via holidays, meals and other customs

The study was released to kick off the Geoscape
Multicultural Marketing & Strategy Showcase
, as part of Hispanicize
, the nation’s premier gathering of U.S. Hispanic marketers,
digital content creators, journalists, musicians, filmmakers and tech
entrepreneurs. National
brands are taking the stage this week
to share their multicultural
business success, including Kimberly Clark, Unilever, The Walt Disney
Company, General Mills, State Farm, Toyota, Prudential Financial,
Cricket Wireless, JetBlue, Best Western, MassMutual, Facebook, Twitter,
Comcast, NBCUniversal Telemundo, CNN en Español, ESPN OneNación, Wells
Fargo, the American Heart Association and more.

“Both business and policy are driven by the demographic shifts occurring
today. This year’s report reveals compelling facts that will help
corporate executives and policy makers guide the allocation of resources
going forward,” said Cesar Melgoza, CEO and founder of Geoscape. “We
continue to develop this study to keep brands on the cutting edge of the
new mainstream shift, the addition of religion, sexual identification
and workday metrics this year will enable business strategists to
connect the dots between strategy and execution.”

To download the full report and start your free membership to Geoscape’s
VIP Membership Program, visit

About Geoscape:

Geoscape provides automated intelligence systems, unique data products,
research and analytic services for companies seeking to tap into the
growth of new mainstream consumers in the U.S., Canada and Europe. The
online Geoscape Intelligence System (GIS), the DirecTarget® database
enrichment system and a variety of geo-demographic, consumer, business
and media databases enable actionable insights that lead our clients to
gain significant business advantages. Geoscape is a privately held
company owned by NMS Capital and Cesar M Melgoza, Founder & CEO, and is
headquartered in Miami.


PAN Communications
Adam Novak, 617-502-4326