Читать книгу Supplier Diversity For Dummies - Kathey K. Porter - Страница 20

According to census figures, by 2042, racial minorities (those that identify as part of a race other than non-Hispanic, single-race whites) are poised to become the new majority, making up more than half the U.S. population. By 2050, 54 percent of the population will be minorities. In a country whose history has been shaped by the boundaries among racial groups, this projected demographic shift is undoubtedly important. Additionally, U.S. society is increasingly represented by a cross-section of generations, including seniors and millennials (typically defined as those born between 1981 and 1997).

But what does it mean for the supply chain? As diverse populations increase, so does their spending power and influence. Gone are the days when companies told you what to think, do, and buy with no questions asked. Today’s buyers are very savvy. They’re looking for connections to the brands they buy from, whether that connection is in the organization’s principles and beliefs or its leadership. These buyers want to know that organizations stand for something that makes society better. And if that’s something that they value and believe in, that’s even better.

Forrester, a leading consumer research and consulting firm, refers to them as the values-based consumer. Customers are becoming more aware of — and sensitive to — social issues and using this to make purchasing decisions.