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...
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by Think Ethnic The multicultural population has nearly tripled in size since 1990 and has been the largest growing marketing segment. It represents more than 21% of the nation’s growth in both population and consumer spending and will continue...
Census predictions are forecasting that the ethnic minority group population in the UK is closer to 15% of the total UK population, up from 8% in 2001. Mainstream brands have historically not focused on specific ethnic audiences in the...
Why I’m No Longer Talking to White People About Race wins landmark ranking in the wake of worldwide Black Lives Matter protests By Alison Flood Reni Eddo-Lodge has become the first black British author to take the overall No...
by Melanie May (fundraising.co.uk/) Over two thirds of BAME charity staff questioned for an ACEVO and Voice4Change survey have experienced, seen or heard of racism in the sector. Home Truths: Undoing racism and delivering real diversity in the charity sector was funded by the...
There are several ways to employ “cultural insights” to help brands gain the right amount of intelligence to solve the larger questions surrounding the consumer — and the marketing campaign surrounding a brand. With the right insights, marketers can...
There is no doubt that big data plays a crucial role for marketing departments in today’s insight-driven campaigns. However, the data that marketers need to pay much closer attention to reflects the buying patterns and preferences of the multicultural...
Hiring an advertising agency is an art. No matter how scientific one is during a search process, there is always a significant degree of subjectivity associated with it. This is especially true when hiring a segment agency, where one...
Are you ready to deep-dive into granular consumer segments and outline an effective multicultural marketing strategy? In this article, we discuss: What is multicultural marketing Five best practices for success in this space Examples of 2019’s best multicultural marketing...
We live in what is widely recognised as one of the most successful multicultural societies in the world. A third of Australians were born overseas, a fifth speak a language other than English at home, and two-thirds say the...