Thursday, October 22, 2009

Married No Kids Household Likely to Loom Large in 2010 US Census

The American ideal—the married couple, with kids—is no longer the “Average American” household. Some would argue that it hasn’t been for a while. In 2011 we will know for sure where this demographic stands when reports on the 2010 US census will be published. Peter Francese, a demographic tends analyst for Ogilvy & Mather and founder of American Demographics magazine predicts in his white paper titled 2010 America that "The iconic American family -- married couple with children -- will account for a mere 22% of households."

He is talking in census-speak, in terms of households, where “married couples with children” means married couples with children aged 18 and under living in the household. It doesn’t include parents with boomerang kids who return to live with their parents or empty-nesters but still, this is a shockingly low percentage.

So why does it seem that everyone who has a product to sell is marketing to the shrinking married-with-kids demographic? Along with Mr. Francese, I say “Wake up and smell the coffee!” Our world is changing!”

A summary of Francese’s predictions can be found in an article written by Bradley Johnson titled “The ‘Average American’ is Dying Off” where Bradley reports that, according to Francese, the most prevalent type of U.S. household will be the “married couple with no kids, followed by single-person households.”

Perhaps we will see a time, very soon, where the numbers reflecting our current reality speak louder than the marketers.

Flickr photo by Tobyotter CC BY 2.0

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