Are you like me and clueless to what exogamous means? It refers to people who mix outside their race. What a great word to slip this into conversations.
David Hayes-Bautista, a demographer at the UCLA School of Medicine was researching mothers and fathers of children born in California and found a startling diversity. He said young people ages 18-24 are mixing (behaving exogamously) with a vengeance.
"Of young, white mothers [age 24 and younger] in Los Angeles County, in over 50 percent of the cases, the father is nonwhite". Compare that to older white mothers (over age 40) in Los Angeles County, where, in 95 percent of the cases, the father is white. This is a huge generational shift.
"The younger they get, the more exogamous," said Hayes-Bautista. "I've been noting the trend for a while, but I think some would be mightily surprised."
There are some pretty big marketing implications of this trend. This is the merging of ethnic and age marketing. I haven’t a clue how this translates into marketing actions but it is not something that cannot be ignored. This extract comes from an article that draws comparison between this trend and Shrek 2. I must see the film.
Dick Stroud: www.20plus30.com
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