Changing demographicsThe audiences for brands and organizations continue to change dramatically, with new customers and prospects coming into the fold.

But bigger changes in demographics are on the way.

According to the latest results from Pew Research Center's Religious Landscape survey published Monday by National Journal's Next America project, just 46 percent of American adults are white Christians, down from 55 percent in 2007.

Pew conducted the massive survey by telephone between June 4 and Sept. 30, 2014, interviewing 35,071 Americans.

The trend reminds us of a Reframe seminar we attended earlier this fall focusing on Total Market Enterprise, or having a cross-cultural approach to marketing rather than putting “multicultural” communications in a separate box.

During the conference, Jeffrey Bowman, author, founder and chairman of Reframe: The Brand, told O’Dwyer’s that many companies need to get out of their comfort zone when it comes to cultivating new audiences and stop looking at the market through a binary prism.

Brands will be ill prepared for the future if they continue to have a “multicultural” PR firm. Multiculturalism “is your business,” said Bowman, former senior partner and managing director at Ogilvy + Mather. “It’s not one or the other.”

The Pew report, however indirectly, reinforces the notion of how fast America’s complexion is changing. PR managers now need to gird their companies for what likely will be dramatic changes in marketing communications and to whom they are sending a message.