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. We are here to change this opinion because 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 this diverse audience that presently accounts for £300 billion per annum in spending becomes easily accessible to you.

Insights

five

largest ethnic groups in the UK

Indian

  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • 0

Pakistani

  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • 0

Black African

  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • people
  • 0

African Caribbean

  • people
  • people
  • people
  • people
  • people

Bangladeshi

  • people
  • people
  • people
  • people
  • 0
tv-cover

of the total number of non-British nationals resident in the UK are Polish.

Advertising to ethnic audiences

60% cart

are more likely to buy a product or service advertised in their specific media.

Events targeting ethnic groups offer ideal advertising opportunities

60%

0

attendees

0

attendees

0

attendees

Media Consumption Patterns

tv-cover
  • Solely watches
    ethnic TV

  • Solely watches
    mainstream TV

  • Switches between
    mainstream and ethnic TV

Pakistani

49

Black African

46

Chinese

38

African Caribbean

36

Indian

29

White British

24

mobile-cover

Sources: IPA ‘The New Britain’ Report 2014, ONS 2014