Multiculturalism

In the UK today, the minority ethnic and black population has more than doubled over the past three decades and projected to double again by 2045. (Source: ONS, 2022).

London is already a “majority-minority” city, with over 46% of residents identifying as Asian, Black, Mixed, or from other ethnic backgrounds. Despite this, only 1 in 5 UK brands have a dedicated multicultural marketing strategy, leaving billions on the table and risking cultural disconnect. (Source: IPA, 2023)

Each community comes with its own rich culture, traditions, and ways of engaging with the world and to truly connect, brands require a genuine understanding of how culture, heritage, and identity shape behaviour. Mainstream brands often miss the mark by staying generic or worse, silent, when speaking to diverse audiences.

At Here&Now365, we help brands come closer to cultures and communities, by simplifying the complex and layered nature of multicultural communication. Our multicultural insights-backed approach sits at the heart of everything we do, helping brands engage not just superficially, but authentically and meaningfully with the communities shaping the UK’s future.

The UK’s diaspora communities represent a powerful and often underserved market, the Indian diaspora, the largest ethnic minority in the UK, has a significant economic presence, with Indian-owned businesses employing over 126,000 people and generating £72 billion in turnover (Grant Thornton, 2025). Meanwhile, with over £3.5 billion sent in remittances to Nigeria alone (Word Bank, 2023), and more than a £200 million Black haircare market (Mintel, 2023), we have a rapidly growing population driving culture and commerce. With over 300 languages spoken in London (London.gov.uk), and 17% of UK businesses minority-owned contributing £73+ billion to the economy (MSDUK, 2025), these audiences are not just diverse, they’re economically active, entrepreneurial, and digitally engaged, over-indexing on platforms like TikTok and Instagram (Ofcom, 2023). For marketers, the opportunity is clear: culturally nuanced, data-driven campaigns can unlock significant untapped value.

Diverse communities are trendsetters: from food and fashion to music and media, ethnic minority cultures fuel some of the UK’s fastest-growing mainstream trends. Engaging with Here&Now365 means working at the intersection of cultural authenticity and commercial opportunity, tapping into one of the most dynamic economic forces in Britain today.

WE HELP BRANDS GROW WITH CULTURAL CREDIBILITY AND CREATE CONNECTIONS THAT ARE AUTHENTIC, MEANINGFUL, AND LASTING.

INSIGHTS

ETHNIC MINORITY POPULATION

(ENGLAND & WALES, 2021 CENSUS)

Source: ONS Census 2021.

0 Cultural Events Attendance (UK estimates)

NOTTING HILL
CARNIVAL

0 BIRMINGHAM
Mela

0 BOISHAKHI
MELA

0 GLASGOW
MELA

0 LEICESTER
MELA

0 DIWALI ON THE
SQUARE

0 BLACK ON
THE SQUARE

0 BARRIO
FIESTA

0 ZIMFEST

0 MEDIA CONSUMPTION
PATTERNS

TV Consumption

95%

of ethnic minority audiences watch

BOTH MAINSTREAM
AND ETHNIC TV

75%

WATCH ETHNIC TV
CHANNELS REGULARLY

INTERNET USAGE
BY ETHNIC GROUP

(High Internet Penetration)

Source: Ofcom and ONS Digital Nation UK reports

BANGLADESHI 0

CHINESE 0

INDIAN 0

PAKISTANI 0

ASIAN OTHER 0

BLACK 0

MIXED 0

WHITE 0

OTHER 0

LANGUAGE DRIVES LOYALTY AND PURCHASE BEHAVIOUR

0

of global consumers prefer buying from brands that communicate in their native or heritage language (CSA, 2020).

0

value language access above price when making purchase decisions (CSA, 2020).

0

value language access above price when making purchase decisions (CSA, 2020).

0

are more likely to buy, when product descriptions are in their own language (Nielsen, 2021).

GEN Z CONSUMERS who speak more than one language are 83% MORE LIKELY
to interact with brands in content or ads that match their linguistic identity.
(Think with Google / YouGov UK Gen Z media Habits Report (2022)

Multiculturalism