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BUSA: Business & Marketing: U.S. Demographic & Generational Data

This research guide is intended to help students in Marketing courses find research relevant to marketing trends and industries.

U.S. Demographic Data

The mission of the U.S. Census Bureau is to collect data about almost everything! The Bureau's task that we are most familiar with is counting, every ten years, how many people live in the United States -- but that's just the beginning. There's also ongoing analysis of demographic trends, as well as organizing statistical information from other government agencies, so it's useful to the public.

Here are just some of the reports available from the Census Bureau:

  • 2020 Census Results
  • American Housing Survey -- Looks at the availability, quality, and cost of housing, as well as rates of homeownership.
  • Population Projections -- This collection of reports examines recent trends to predict which parts of the country will gain or lose residents in the near future. Other topics included are health quality indicators; life expectancy; prevalence of non-English languages; and changes in the racial and ethnic diversity of each region of the country.


Demographic Data Grouped by Generation


This chart was taken from the NIH Record, a newsletter published by the National Institutes of Health. It illustrates when people in each generational group were born (in the right column), and how many people alive today fall into each category (left column).

Millennials are sometimes referred to as "Generation Y." People born after the Generation Z time period will be members of Generation Alpha.


MILLENNIALS (Generation Y)