The USA is fast becoming a 'majority-minority' country in which Whites will no longer comprise the numerically dominant racial group. Prior studies have linked Whites' status decline to heightened in-group solidarity and the feeling that Whites, as a group, face growing discrimination. In the light of these findings, we examine the extent to which a social norm controlling anti-White prejudice is now discernible in the USA. Drawing from an original survey measuring Americans' reactions to racially-offensive speech, we examine second-order beliefs about the social inappropriateness of offensive statements targeting White Americans. We find that White Americans (in comparison to non-Whites) are indeed more likely to profess a social norm governing anti-white prejudice. The pattern is most discernible among white Republicans whom we expect to be most fearful of demographic change. This article is part of the theme issue 'Social norm change: drivers and consequences'.
Keywords: demographic change; majority–minority shift; prejudice; social norms.