New U.S. Census to Reveal Major Shift: No More Joe Consumer†

Ad Age White Paper 2010 America Uncovers the Marketing Implications

Advertising Age, October 12, 2009 — The 2010 Census is expected to find that 309 million people live in the United States. But one person will be missing: the average American.

"The concept of an 'average American' is gone, probably forever," demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. "The average American has been replaced by a complex, multidimensional society that defies simplistic labeling."