Recently released results from the 2020 Census are a treasure trove of valuable info for those in communications. The make-up of our population continues to change, adding complexity to efforts to engage with target audiences, but also creating opportunity for creative approaches.
The 2020 Census provides a snapshot of our population – who we are and where we lived – on April 1, 2020. Here are three findings that communicators and others focused on public engagement need to consider in planning outreach strategies:
1. Our Selfies are Diversifying: Changes in the way the 2020 Census invited people to report their race and ethnicity revealed that many of us see several identities when we look in the mirror. The multiracial population – those who self-identify with two or more races – grew to 33.8 million people in 2020, a 276% increase since the last census ten years ago. One in seven Americans (50 million) skipped over the choices of White, Black, American Indian/Alaska Native, Pacific Islander, Asian or Pacific Islander and instead selected “some other race,” making that category the second largest self-reported race affiliation after White. Communications Takeaway: Traditional communications messengers may need to be recast.
2. We’re Not Getting Any Younger: No matter what boxes you checked on the 2020 Census form, the one thing we all have in common is we aren’t getting any younger! And that’s true for the nation as well. 2020 Census data show that 77.0 percent (or 258 million) of us are now over 18. That represents 10 percent growth in the over 18 population over the last ten years. Future Census data releases will break these age statistics down further, but as a nation, we are having less children and living longer. Communications Takeaway: Changes in age dynamics must be considered when crafting messaging.
3. We’re heading Westward! While our overall population growth has slowed over the last decade, the western region made up of 13 states has experienced the largest population gains, adding 7 million adults. And rural communities continue to shrink, although they are increasingly diverse. The Census Bureau has cool visualizations and profiles available on every state. Communications Takeaway: When selecting communications channels and platforms, be astute about where your target audience calls home.
And if you want to ace a future trivia challenge, remember this number: 331,449,281. That was our official population count as of April 1, 2020.
When’s the last time you took a fresh look at your communications strategy and considered how America looks today? Guidehouse is proud to have supported the Census Bureau’s effort to engage every household in America in the 2020 Census, especially amid a global pandemic. Reach out if you’d like to learn more about the extraordinary communications campaign, discuss how to update your own communications strategy, and visit www.census.gov for great data to inform your communications efforts.
