A question on the 2020 US Census raises issues for marketers

Michael J. McDermott

Why a question about citizenship may lead to under-reporting and what that means for marketers who rely on census data for campaign targeting in the US.

Why a question about citizenship may lead to underreporting and what that means for marketers who rely on census data for campaign targeting.

Once every 10 years, the U.S. Census Bureau undertakes a gargantuan task, one founding fathers of the United States considered so important they mandated it as part of the Constitution. The decennial census exists to compile an accurate count of every person living in the U.S. and to record basic demographic data such as age, sex, and race. Its primary purpose is to serve as an underpinning for the country's representative democracy, making sure each community gets...

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