The document discusses trends in US demographics, predicting that ethnic minorities will comprise 47% of the population by 2050. It also discusses segmentation of the 16-34 age group into three life stage groups - True Youth, E-Fluencers, and Urban Graduates - characterized by common touchpoints like empowerment, inclusion, and identity. Finally, it defines the "urban" audience as a lifestyle, mindset, and culture rather than a race or geography, characterized by shared values around entertainment, fashion, media, and purchasing habits.

1. * DA Enterprise 123 is a Limited Liabilities Corporation. All rights reserved. This document is property of DA Enterprise 123, LLC d/b/a Inner Vision Labs and may not be reproduced, rewritten, distributed, disseminated, transmitted, displayed, published or broadcast, directly or indirectly, in any medium without the prior written permission of DA Enterprise 123, LLC . ! New America The new multi-cultural audience…

2. What’s Happening to the U.S. Demographic? The U.S. Census Bureau predicts that the nation’s Asian and Hispanic populations will triple by 2050 while the population of non-Hispanic whites increases just by 7%. While much of this population growth was driven by immigration, it is also driven by higher birth rates shown by minority groups. By 2050, ethnic non-whites will comprise 47% of the U.S. Population of nearly 400 million people.

3. The overall U.S. population: 296 million. 33 percent of the total U.S. population: Minorities. U.S. Demographics Source: U.S. Bureau of the Census, 2005 Hispanics remain the largest minority group at 42.7 million. They were the fastest growing group from 2004 to 2005, with a 3.3 percent increase.

4. Then Now OR OR OR

5. At any given time R&B and Hip-Hop dominates the music charts. An award winning International Reggae group … is all Japanese.

6. A bolloywood movie that has set records in India, Pakistan, the US and UK. Peaked at #4 Billboard

7. Engage – enhance the audience experience while providing the audience with opportunities to trumpet your brand or product Create – develop concepts that foster customer engagements through motivational and unique experiences Listen and Observe – so that you gather the most relevant, timely and compelling insights and trends What to do …

8. True Youth Age 13 to 17, in school, emerging purchasers, rabid communicators, still dependant on parents. General Market Ethnographies E-Fluencers Age 18 to 24, in school or working, developing financial intelligence, brand builders, brand identifiers, cultural entrepreneurs. Urban Graduate Age 25 to 34, financially independent, educated, on a career path, cultural entrepreneurs, brand builders and identifiers. 3 Life-stage Groups: True Youth 13- 17 E-Fluencers 18 – 24 Urban Graduate 25 - 34

9. The New Audience 16-34 years old Multiple Races A segment united via common touch points: Empowerment Inclusion Aspiration Identity Entertainment Digital Media Icons Fashion Vehicles Common Values and Attributes

11. The “Urban” Audience – What IT IS NOT? What IS NOT Urban? 1 – It is NOT a race or ethnicity. 2 - It is NOT a geographical place. Characterized by Commonalities in: Entertainment Preference Fashion Preference Media and Communications Habits Purchasing Habits Community Engagement What IS Urban? 1 - It IS a Lifestyle 2 - It IS a Mindset 3 – It IS a Culture

12. Enhancement cycle … Personalization Empowerment Community Aspiration Identity Shared Values Touchpoint Values Technology Celebrity Fashion Music Community Social Structure Your brand needs to facilitate and enhance this process.

13. Donnovan Andrews [email_address]