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Obama Election Signals Need For New Diversity Approaches

By Larry Olmstead

The seismic political and cultural shift represented by the election of Barack Obama also signals the need for new approaches in the diversity/inclusion arena.

Leading Edge Associates discussed the changed dynamics in a webinar last month, "The New Multiculturalism." Participants representing media, tech, marketing and sales, human resources and management consulting joined in a lively discussion of the changing demography of America - and what organizations could do to operate effectively in the new environment.

For years, diversity experts, backed by U.S. Census projections, have spoken of how representation among people of color is increasing - to the extent that America will be a majority/minority nation by the middle of the 21st Century.

The Obama election was a vivid manifestation of the political impact of that shift, along with a variety of crucial sub-themes:

  • The convergence of youth and ethnicity. Two-thirds of Hispanics are under age 45; America's ethnic minorities are overall markedly younger than the Anglo majority. The ramifications will be felt throughout business and society. The GOP certainly felt it last November. While Obama's overall win was certainly decisive, CNN exit polling showed it reached landslide proportions among blacks (96 percent), Latinos (67 percent), Asians (63 percent) and those 18-29 (69 percent).
  • Political, gender shift. Millennials - the 75 million Americans born between 1980 and 2000 - are, according to Newsweek, "... more female, more secular, less socially conservative ..." than the general population.
  • The influence of immigration: Newsweek, in its Jan. 26 edition, quoted the Pew Research Center as predicting the U.S. population would rise from 296 million in 2005 to 438 million in 2050 - with 82 percent of the increase attributable to immigrants arriving after 2005 and their descendants.
  • Growing acceptance of the melting pot: Mixed-race marriages - the kind that produced the president - have significantly grown in acceptance. For example, a Newsweek poll showed 63 percent approved of intermarriage between blacks and whites in 1997, compared to 80 percent today.

This does not yet mean we have gotten rid of racial tension in America. But clearly, the old ways of looking at race, age and immigration are dated. What are key takeaways for managers and executives hoping to excel in the new environment? A few keys:

  1. Visible inclusiveness - and regard for different backgrounds, beliefs and perspectives - increasingly is an expectation of those with whom you would do business.
  2. New tools allow for more specific targeting of marketing and sales messages. That raises the importance of understanding specific groups and niches and devising tailored communications.
  3. Recruiting and hiring a diverse team, and managing that team so it creates innovative products and services, provides a competitive edge. In particular, your talent management strategy should address the recruitment and deployment of employees younger than 30.
  4. Females increasingly are becoming the majority gender, and already are responsible for as much as 80 percent of consumer buying decisions. Your staffing and sales strategies should aggressively address those realities.

Leading Edge is continuing its research into the implications of the New Multiculturalism, and creating new training and consulting approaches that help managers and companies thrive in the new environment. Please contact me with any thoughts at or (408) 997-2905.

Larry Olmstead is president and executive consultant of Leading Edge Associates.

This Month in Edgeline

In this month's edition of Edgeline, the newsletter with tips and tools for managers and leaders:

Hispanic Women: They are underrepresented across leadership ranks in America. Organizations would be wise to tap into their skills and clout. By Ana Acle-Menendez.

Ask the Expert: Skip Straus, a seasoned marketing and sales consultant for high-tech, tells you how to build a project plan and keep it on track.

Hot Picks: Hardball, By George Stalk and Rob Lachenauer with John Butman, Harvard Business School Press, 2004.

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