A generic U.S. market entry no longer works.
New data from the U.S. Census, the American equivalent of the Dutch CBS, shows U.S. population growth has slowed. On its own, that is notable. More striking is what sits underneath it.
Net international migration dropped from 2.7 million to 1.3 million in a single year, a decline of more than 50%.
For Dutch companies considering export or U.S. expansion, this matters. Growth in the U.S. is no longer evenly distributed across states and metros, and slower international inflows are tightening labor markets. Hiring takes longer, costs more, and early mistakes are harder to absorb.
In practice, this changes how market entry should be approached:
• Choose your first U.S. state or metro with intent, not familiarity
• Validate demand before building a full local team
• Use partnerships and existing ecosystems early, rather than hiring-heavy models
• Treat California as a high-impact benchmark, choosing it when its density is the fastest path to access, talent, and traction
Where you land first in the U.S. now has a direct impact on customer access, talent availability, cost structures, and speed to traction.
At Quartermaster California, we help Dutch companies translate signals like these into practical landing decisions and phased entry paths that reduce early risk.
If you are planning expansion into the U.S., the first step matters more than ever.
Source: U.S. Census Bureau
https://www.census.gov/newsroom/press-releases/2026/population-growth-slows.html
