New census data shows that minorities are now the majority in 12% of counties across the U.S. In 370 counties across 36 states, non-Hispanic whites accounted for less than half the population as of July 2015. And this trend will accelerate. Three quarters of Americans age 55+ are white. Whereas among those aged 18-34, that figure drops to only 56%, and even lower among minors. In explaining his greatness, Wayne Gretzky credited his father's advice to skate to where the puck is going, not where it is. For marketers, that mean skating to an increasingly multicultural customer base.