This article originally appeared on The Conversation. You can read it here.
The U.S. has just entered the new decade of the 2020s.
What does our country look like today, and what will it look like 10 years from now, on Jan. 1, 2030? Which demographic groups in the U.S. will grow the most, and which groups will not grow as much, or maybe even decline in the next 10 years?
I am a demographer and I have examined population data from the U.S. Census Bureau and from the Population Division of the United Nations.
Projections show that whites will decline; the number of old people will increase; and racial minorities, mainly Hispanics, will grow the most, making them the main engine of demographic change in the U.S. for the next 10 years and beyond.
1. There will be more of us
The U.S. population today, at the start of 2020, numbers just over 331 million people.
The U.S. is the third largest country in the world, outnumbered only by the two demographic billionaires, China and India, at just over 1.4 billion and just under 1.4 billion, respectively.
Ten years from now, the U.S. population will have almost 350 million people. China and India will still be bigger, but India with 1.5 billion people will now be larger than China, with 1.46 billion.
2. The population will get older.
The U.S. is getting older and it's going to keep getting older.
Today, there are over 74.1 million people under age 18 in the U.S. There are 56.4 million people age 65 and older.
Ten years from now, there will almost be as many old folks as there are young ones. The numbers of young people will have grown just a little to 76.3 million, but the numbers of old people will have increased a lot – to 74.1 million. A lot of these new elderly will be baby boomers.
For example, take the really old folks – people over the age of 100. How many centenarians are in the U.S. population today and how many are there likely to be 10 years from now?
According to demographers at the U.S. Census Bureau, the number of centenarians in the U.S. grew from over 53,000 in 2010 to over 90,000 in 2020. By 2030, there will most likely be over 130,000 centenarians in the U.S.
But this increase of centenarians by 2030 is only a small indication of their growth in later decades. In the year of 2046, the first group of surviving baby boomers will reach 100 years, and that's when U.S. centenarians will really start to grow. By 2060 there will be over 603,000. That's a lot of really old people.
I sometimes ask my undergraduate students how many of them have ever actually seen a person 100 years old or older. In my classes of 140 or more students, no more than maybe six raise their hands. Lots more college students will be raising their hands when they are asked that question in 2060.
3. Racial proportions will shift.
In 2020, non-Hispanic white people, hereafter called whites, are still the majority race in the U.S., representing 59.7% of the U.S. population.
In my research with the demographer Rogelio Saenz, we have shown that the white share of the U.S. population has been dropping since 1950 and it will continue to go down.
Today, after whites, the Hispanic population is the next biggest group at 18.7% of the U.S., followed by blacks and Asians.
What will the country look like racially in 2030? Whites will have dropped to 55.8% of the population, and Hispanics will have grown to 21.1%. The percentage of black and Asian Americans will also grow significantly.
So between now and 2030, whites as a proportion of the population will get smaller, and the minority race groups will all keep getting bigger.
Eventually, whites will become a minority, dropping below 50% of the U.S. population in around the year of 2045.
However, on the first day of 2020, whites under age 18 were already in the minority. Among all the young people now in the U.S., there are more minority young people than there are white young people.
Among old people age 65 and over, whites are still in the majority. Indeed white old people, compared to minority old people, will continue to be in the majority until some years after 2060.
Hispanics and the other racial minorities will be the country's main demographic engine of population change in future years; this is the most significant demographic change Americans will see.
I've shown above how much older the U.S. population has become and will become in the years ahead. Were it not for the racial minorities countering this aging of the U.S. population, the U.S. by 2030 and later would have become even older than it is today and will be in 2030.
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Dudley L. Poston Jr. is Professor of Sociology, Texas A&M University
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21 products that are gaslighting us into thinking they’re essential when they’re not
Some things in life are actually necessary—clean water, decent healthcare, basic human decency. But then there are the things that feel like they’re gaslighting us. The things we’re told we can’t live without, even though we survived just fine before they existed. Things like "smart" fridges, lawn fertilizer services, and yes—whole body deodorant.
Recently, our sister-site Upworthy asked their Facebook audience the question: What's a product or service that feels like it's gaslighting all of us into thinking it's necessary? More than 8,000 responses poured in. The answers were passionate, funny, and surprisingly unified.
Here are 21 products, services, and systems people called out for pretending to be essential—when they might actually be optional, overpriced, or flat-out invented.
1. Whole body deodorant
"Take a shower," said Shannon H.
“How did we ever manage all those years without it!! 😂😵💫” added Karen R.
Others noted it may help people with medical conditions—but for the average person, it's definitely a marketing creation.
2. Health insurance
It topped the list. Erica L. explained: “My doctor prescribes, the pharmacist issues meds, nurses care for people, surgeons do surgery—Health Insurance stands between health care and patients and says no, exclusively on whether they think it’s financially effective to treat you.”
Important note: Health insurance can provide life-saving access for many—but what people are frustrated by here is the profit-first system, not care itself.
3. The wedding industry
Multiple people slammed the high cost of modern weddings.
JoElla B. put it plainly: “We spend too much time and money planning one day, and not enough thought on how to blend two lives in a mutually beneficial one.”
Others called out expensive dresses, venues, and pressure to perform for social media.
4. Bottled water
Carole D. said: “Water in plastic bottles! Get a cup!”
While bottled water has value in emergencies, it’s often just filtered tap water—sold for profit in plastic.
5. Baby product overload
“Most baby products,” wrote Kelli O. “They really aren’t as needy and complicated as companies want us to think.”
6. Fabric softener
“It’s bad for clothes, bad for the Earth, bad for the wallet, and totally unnecessary,” said Gail H.
Some experts agree—many softeners contain chemicals that can reduce fabric lifespan and irritate skin.
7. Smart appliances
“Adding ‘phone controls’ to every appliance instead of making them last as long as they used to,” wrote Sherry S.
When your fridge needs a software update, something’s gone off the rails.
8. Makeup and anti-aging products
“Anything anti-aging,” said Melissa T., “Please just let me age into the gargoyle I was meant to become.”
Others questioned products designed to “fix” eyelashes, eyebrows, pores, and graying hair.
April S. added, “Products that women are convinced they MUST have in order to be ‘beautiful’ and therefore ‘loved.’”
9. Cosmetic surgery
Ron P. called out the industry as a whole. And while body autonomy matters, many commenters questioned whether insecurities are being commodified and sold back to us.
10. Ticketmaster and “convenience fees”
“Let’s go back to waiting in line at a record store,” wrote Nicole C.
Zaida B. added: “Convenience fee for online purchases—then charging $10 more at the actual event.”
11. Engagement rings
James P. didn’t mince words: “Engagement rings.”
The diamond industry has long been criticized for manufactured scarcity and marketing-fueled necessity.
12. Lawn chemicals and services
“Plant native grasses and you don’t have the pests or need for constant watering,” wrote Jamie B.
Environmental groups have raised similar concerns over runoff and unnecessary pesticide use.
13. AI and generative tech
“This stuff squeezes the lifeblood and individuality out of the human experience,” said Teresa L.
Saskia D. and others echoed skepticism about its necessity, even as many of us are being pushed to use it.
14. Funeral services
Amy W. shared: “My parents both have already paid to have themselves cremated and are very adamant that they do not want anything big done for them. In their words, ‘I won’t care, I’m dead.’”
Of course, some families find comfort in tradition—but the cost and pressure can feel overwhelming and predatory.
15. Rinse and repeat
Amy D. nailed it: “It’s just to sell more. Not even sure you need it at all.”
16. Credit Card Surcharges
Shawn S. took aim at the extra fees popping up at checkout: “That is the cost of doing business and shouldn’t be the burden of the purchaser.”
Many questioned why customers are increasingly being asked to pay extra simply for the convenience of using a card.
17. Constant phone upgrades
“Apple are notorious for releasing the same shit every year,” said Steph S.
Diana H. added, “Needing to upgrade our phones so frequently.”
Built-in obsolescence and marketing cycles drive most of the demand.
18. Vitamins and supplements
“If I took every supplement they say I NEED I wouldn’t need food. Nor could I afford it,” said Tausha L.
19. Fake pockets on women’s pants
Jessica W. said, “I have to buy men’s pants for work because women’s pants would just get torn up too fast!”
Form over function, and then they charge more for it.
20. Disposable everything
“The ‘convenience’ of disposable everything,” said Rick R.
It’s killing the planet—and draining wallets.
21. Tipping
“I’m sick of supplementing for corporations that refuse to pay a living wage,” wrote Susan V.
Tipping culture has evolved into something far removed from its original intent, and for many, it now feels like a burden shifted onto the customer.
The bigger picture
People aren’t saying all these things should vanish tomorrow. But when we start seeing convenience sold as necessity, and insecurity turned into billion-dollar markets, it's worth asking: who benefits from all of this?
And more importantly—who pays?
This article originally appeared earlier this year.