- The population of England and Wales shows biggest surge since records began, according to the 2011 census
- Pensioners saw a strategic increase
- The total minority population in 2001 was 6.6million in 2001. Expect this to hit circa 10 million when the full census data is released next year
- Marketers need to make the most of opportunities in diversifying their marketing activities, says Seventy Nine PR
Hello. Another decade, another census.
As expected the population has grown. Not surprising news, you may say.
However, 79PR has been eagerly anticipating this survey simply because we are ethnic marketing specialistsand this gives us the real indication of where the patterns and trends are emerging. Research like this is invaluable to us to help concentrate our marketing plans.
The 79PR team have been taking a good look at the latest version on the 2011 census. Although the full complete census data will arrive between November and February 2013 and will feature statistics including ethnicity and religion, this is still a good indicator of where things are heading.
The ONS figures show that there are now three major surges in the UK population
- Those in their 20s and early 30s, which includes many immigrant workers; and young children, following the recent baby boom.
This means more younger profile for marketers to understand. In addition, the increase in pensioners means this section of the market also has promise. Sometimes marketers are so focused on the younger age profile with the over 65′s relatively ignored.
However, consider this to whet your appetite.
- The three local authorities with the highest percentages of residents aged 65 and over are….North Norfolk (28.7 per cent), West Somerset (28.8 per cent) and Christchurch (29.6 per cent). The link – all coastal areas. Opportunities for brands/ businesses include all home related so think holiday homes, mortgages, healthcare etc etc
- In 11 local authorities, more than a 25% of the population is aged over 65, with most of the areas located in the East or South West, and mid Wales or the North Wales coast.
- Compared this to cities such London – under 10 percent in 12 boroughs
- University towns like Cambridge, Oxford, Leicester and Nottingham show very low proportions of over 65′s.
This is a real insightful link A few ago McCann Erickson in Birmingham did a wonderful insight into this age demographic and also invited local residents to show them the findings. The upshot was that it was a very underrated market which showed tremendous potential. With the advent and increasing prominence of social media perhaps this is an key demographic which is ignored. But marketers need to look at other ways to target them. Direct mail and TV advertising being the most popular. This is an idea for 79PR to explore later in the year with ethnic minority over 65s and how they are being marketed to.
So what did this Census tell us about the ethnic minority population?
Well, the real results will be revealed later this year but our experience and estimates say that you are looking close to 10 million ethnic minorities and close to becoming one in six of the UK population. Brands and businesses are still missing a trick. We will try to give you examples of this in our next very interesting and exciting post (see below for details)
From this 2011 census we have plundered a few stats on ethnic minorities which are interesting.
For example, Tower Hamlets, in east London, showed the largest increase in population over the last ten years. At a whopping 26.4% the rate is almost four times that of England and Wales overall, which stands at 7%. More importantly it is more than twice that of London (12%).
Furthermore it also has the fourth highest population density, at 12,845 people a sq km. Finally, going back to our pensioner link, Tower Hamlets has the lowest proportion of pensioners of any area in England and Wales with only 6% aged 65 or older. Therefore a young population – a marketer’s dream!
Finally to further compound the importance of ethnic minority marketing, the Greater London Assembly estimated that a humongous 47% of the population is from black and minority ethnic groups, the largest being Bangladeshi.
interesting or what? Talk to us for advice if you want an understanding of the market which will only grow in importance.
Over the next few days we will be showcasing exactly the opportunities missed by brands and businesses by failing to understand a key period for the UK’s Muslim community.
Blog by +Emma Lunn
We are a PR and marketing agency based in Leicester, Midlands, dedicated to creating demand and managing reputation through a range of communication platforms. We work with household names, SMEs in the UK and across the world. We are specialists in ethnic marketing and help businesses reach a new audience.
0116 212 6809