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 ThePromota means this diverse audience that presently accounts for £300 billion per annum in spending becomes easily accessible to you.

Key Facts | Insights

Stay one-step ahead with Multicultural Marketing, the numbers are for all to see!

1 IN 6

People living in the
UK are from an
Ethnic Minority

£300BN

The spending
power of Ethnic
Minorities in the UK

1 IN 5

UK companies
reach out to Ethnic
Minority consumers

69%

of Ethnic Minorities feel
UK media has no
relevance to them

5

Largest Ethnic Groups in the UK

£300 billion annum spending power

Indian: 1,697,000
Pakistani: 1,358,000
Black African: 1,188,000
African Caribbean: 747,000
Bangladeshi: 543,000

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

BANGLADESHI
INDIAN
CHINESE
PAKISTANI
ASIAN OTHER
BLACK
MIXED
WHITE
OTHER

Media Consumption Patterns

TV CONSUMPTION

WATCHING MAINSTREAM AND ETHNIC TV: 95%

  • WATCHING MAINSTREAM AND ETHNIC TV

WATCHING ETHNIC OWNED TV: 75%

  • WATCHING ETHNIC TV

73%

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

73%

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

57%

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

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