The white population in the US grew by 6% in the last Census. This seems to contradict what everybody is saying about the increased diversity of the country… until you realize that old race-based categorizations break down when it comes to the Hispanic market.

Because, you see, more than half of all Hispanics consider themselves white. So the growth of the Hispanic population is fueling the growth of “whites.”

To add to the excitement (or the confusion, depending on how you feel), more Hispanics are claiming “native American” ancestry. Between 2000 and 2010, the number of Native-American Hispanics grew by almost 70%.

The bottom line: old racial categories are no longer valid to successfully capitalize the new multicultural opportunities.