The ethnic market is a growing market. It’s a very niche market. It’s a lucrative market. But many don’t understand it. Communication to this audience is more than just ticking the diversity box. It’s more tactical. It’s about engaging. It’s about understanding the lifestyle, the culture and what shapes the everyday thinking of this consumer.
For example – consider the statistics below
· Black and Asian consumers alone earn £156bn after tax · UK ethnic minorities represent a younger marketplace, with 80% under 25 years old · Ethnic minority groups represent 42.2% of the population in the 5 Olympic boroughs · The British Muslim consumer base of 1.8 million represents a spending power of £20.5 billion (Mintel)
Marketing is all about understanding the target market. It’s not a one size fit all approach. And it’s certainly not about putting a brown or black face in an advert
Multicultural marketing is now more important than ever especially when you consider that the recent 2012 Census predicted huge changes in the ethnic minority group population in the UK. The full results will be known early in 2013 but we estimate that one in six of the UK population will now be from an ethnic minority group.
Mainstream brands, businesses and marketers have generally ignored this huge but very lucrative market. This is due to lack of data and lack of understanding of the market. Multicultural marketing is only set to grow bigger and bigger especially as the nation becomes more diverse.
S9PR know how to do it and, more importantly, we have delivered the results..
That is why we have worked with household names to help them understand this rapidly growing and important market. In fact, we have helped everyone from start-ups to large organisations get a foothold in this market. Speak to us. You’ll be surprised with what you learn. And even more surprised at the possibilities we open for you.