Multiculturalism

Multiculturalism

In the UK, the black and minority ethnic population has more than doubled in the last 30 years and is expected to double again by 2045. But a majority of them feel that mainstream advertising has no relevance to them. Each ethnicity has its own sensibilities and culture, and creating relevance requires an in-depth understanding of how they assimilate information and what triggers action towards interaction with the brand. The main dynamic of traditional culture being selectively augmented with mainstream culture affects effectiveness of brand communication and at times can even push a section of consumer away from the brand. This is the reason why there are so many successful sub brands in each category in the UK as bigger brands are often shy of making inroads into ethnic communities. 

Ethnic minorities and their complex pasts are here to stay and marketers must be cognisant of the spending power these groups wield.  So working with us means working with a diverse audience that presently accounts for spending power of more than £300 billion per annum and creating links with ethnic businesses who contribute more than £74 billion to UK economy (Source : MSDUK 2020 report).

We help brands tap into these communities through our ‘Multicultural Insights’ which forms the basis of all our communications. 


Insights

Indian

  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people

Pakistani

  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people

Black African

  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people

African Caribbean

  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  •  
  •  
  •  
  •  
  •  

Bangladeshi

  • people
  • people
  • people
  • people
0
0
0
0
0
60%

2,500,000

125,000

150,000

80,000

20,000

Media Consumption Patterns

TV CONSUMPTION

0%

0%

Watching Mainstream
and Ethnic TV

Watching Ethnic TV

high regular internet usage makes the digital space
an ideal place to talk to the consumers

Bangladeshi

0%

Chinese

0%

Indian

0%

Pakistani

0%

Asian other

0%

Black

0%

Mixed

0%

White

0%

Other

0%

0%

0%

0%

of consumers spend most or all of
their time on websites in their own
language

of consumers said they would be more
likely to buy a product with
information in their own language

of consumers said that the ability to
obtain information in their own
language is more important than price

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