Peak Diversity: The Mass Market Is Dead

“We got black and a white actor in the commercial, and they’re gay with an asian baby. No one can complain!”

Most large companies serve a mass market. When whites were the vast majority of the American population, appealing to diversity was a way of maintaining a mass market without offending the core audience. Those days are over. There is no longer a mass market. The white consumer population is falling. Companies need to sell more to minorities to maintain growth. Minorities no longer want to be token add-ons to white advertising or white policies, they want their own. Blacks want black ads and policies that favor blacks, Spanish-speaking people want Spanish language programming. Advertisers tried race-mixing. This is interpreted as a conscious decision to force race mixing on the Alt-Right, but it might be a way to increase diversity (we got black and a white actor in the commercial, and they’re gay with an asian baby. No one can complain!). That backfired and more people complained, plus the sheer number of them caused more people to notice that ads are social programming.

The big loser will not be consumer companies, but mass media outlets. Coca-Cola will be happy to deliver niche advertising to separate markets, they already do it for separate countries. Mass media companies will see advertising rates drop as the audience fractures. Mass media events such as the Super Bowl will showcase increasingly bland and unoffensive messages. I don’t know if anyone keeps statistics, but I predict an increase in ads featuring only animals. Anecdotally, I think that is true already, but I have no data.

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