This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. Population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S growth and the Other/Mixed Race segment delivering the fastest growing. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.

1. Will Marketers
Accelerate Shift To
Lead with Multicultural
Segments?

2. The WNH Segment Marked Its First Population Decline in 2016,
Reaching the Projected Census Inflection Point One Full Decade Early
2
Projected First WNH
Decline = 2026
Actual First WNH
Decline = 2016
Source: American Community Survey 1-year estimate and 2012-14 National Census Projection based on 2010 census
2010 U.S. Decennial
Census Projections
2010 U.S. Annual ACS
Population Estimate

3. Brands’ StrengthAmong Multicultural Is More Essential Than Ever as
the Overall US Pop Growth Slows and 100% of the Expansion Is
Driven By Multicultural Segments
3
2017 © Santiago Solutions Group Inc.www.SantiagoSolutionsGroup.com 818.509.5901
Source: SSG Analyses of American Community Survey (ACS 1-year estimate; 2014-2016)
2,561.8
1,708.7
Source of Growth 2014-15 vs 2015-16
(000’s)
• 100% of U.S. Population growth in 2016
came from Multicultural segments
• Over half (51%) of growth in 2016 came
from Hispanics, up from 47% in 2015
• The Other/Mixed Race segment generated
25% of the entire U.S. population growth.
-853K
-33%
White Non-Hispanic Hispanic African American Asian/NHPI Other/Mixed Race
100%
of U.S.
Growth
is MC

4. Other/Mixed Race Followed By Asian And Hispanic
Segments Continued To Fuel the Overall US Population
The U.S. Multicultural population increased 1.4%
or 1.8M from 2015 to 2016.
o Hispanic increased 1.6% or 903K
o Other/Mixed Race soared 4.4% or 447K
o Asian* jumped 1.7% or 295K
o African American grew slightly 0.3% or
120K
On the other hand, White Non-Hispanic
population decreased -0.3% or -55K
2017 © Santiago Solutions Group Inc.www.SantiagoSolutionsGroup.com 818.509.5901
4
Year-over-Year Growth
Source: SSG Analyses of American Community Survey (ACS 1-year estimate; 2014-2016) *Includes Asian/Native Hawaiian/Pacific Islander origin

5. U.S. Births Continued to Decline In The Last Year
Except Among Asian/Other Mixed Race Segments
There were 37.4 K fewer births in 2016
compared to 2015
o 66% of the decline comes from White
NH
o 27% of the decline comes from African
American
o Only 7% of the decline comes Hispanic
• Asian & Other/Mixed Race segment births
increased by 77.2K
2017 © Santiago Solutions Group Inc.www.SantiagoSolutionsGroup.com 818.509.5901
5
Source: SSG Analyses of National Vital Statistics Report 2014-2016 – U.S. Department of Health & Human Services
Year-over-Year Growth
2015-2016
-0.9%
-0.9%
-3.6%
-5.2%
23%
(000’s)

6. Since 2010, Multicultural Population Has Grown 35x
Times Faster Than White Non-Hispanics
6
2017 © Santiago Solutions Group Inc.www.SantiagoSolutionsGroup.com 818.509.5901
Source: SSG Analyses of American Community Survey (ACS 1-year estimate; 2010-2016)
Annual Growth Rate 2010-2016*
All Multicultural segments have much faster
growth rates than White NH segment which
has been basically flat since 2010.
o Hispanics growth is 22 times faster than
that of White NH and more than 2 times
faster than African Americans.
o The growth rate of African Americans is 9
times faster than White NH.
o Asian/NHPI growth rate is 30 times faster
than White NH.
o Other/Mixed Race grew at the fastest rate,
32 times faster than White NH
*CAGR 2010-16

7. In 2016, 4 Of 10 Are Multicultural Up From 3 in 10 in 2010
• The share of multicultural segments increased from 31% in 2010 (87M) to 39% in 2016 (126M)
• In 2016, Hispanics made up 17.8% of the U.S. population, up from 16.3% in 2010
o The Hispanic population grew from 50.5M in 2010 to 57M in 2016
• The African American segments continues to represent about 12% of the total U.S.
• The Asian segment in now 5.5% of the U.S. up from 3.7% in 2010 and Other/Mixed Race
segment is only 3.3% but is expanding faster than any other segment.
• Since 2010, White NH share of the population decreased from 69.1% to 61.1%
o White NH population only increased by about 773,000 from 2010-2016
2017 © Santiago Solutions Group Inc.www.SantiagoSolutionsGroup.com 818.509.5901
7
Share of Base 2000 Share of Base 2010 Share of Base 2016
White Non-Hispanic Hispanic African American Asian/NHPI Other/Mixed Race
Source: SSG Analyses of American Community Survey (ACS 1-year estimate; 2000,2010,2016)
39%
36%31%

8. By 2027, 44% Of The U.S. Population Will Be Multicultural
Up from 40% in 2018
2017 © Santiago Solutions Group Inc.www.SantiagoSolutionsGroup.com 818.509.5901
8
Current & Projected Population (Millions)
Source: SSG Projections Based on American Community Survey (ACS 1-year estimate; 2010-2016 Growth Rate)
SEGMENT 2016 2018E 2027E
Total Population 323.1 100% 328.4 100% 355.0 100%
White NH 197.5 61% 197.7 60% 198.7 56%
Multicultural 125.6 39% 130.7 40% 156.3 44%
Hispanic 57.4 18% 59.9 18% 72.6 21%
African American 39.7 12% 40.4 12% 43.7 12%
Asian/ NHPI 17.9 6% 19.0 6% 24.8 7%
Other/ Mixed Race 10.7 3% 11.3 4% 15.1 4%
The Hispanic Population will
reach 60M in 2018 and grow
another 13M in 10 years
The Asian
Population will
grow another 7M
reaching 25M
The Other/Mixed
Race population
will grow another
4M to reach 15M

9. 9
2017 © Santiago Solutions Group Inc.www.SantiagoSolutionsGroup.com 818.509.5901
Santiago Solutions Group
@Carlos_SSG
818.509.5901
@Santiago_Group
santiagosolutionsgroup.com/subscribe/
Carlos@SantiagoSolutionsGroup.com
Stay current with SSG studies and insights at:
www.SantiagoSolutionsGroup.com/Media-Center/Newsletters
SantiagoSolutionsGroup.com