Multiculturalism

There are currently over 10.6 million people living in the United Kingdom from an ethnic minority and this group is currently the fastest growing population in the UK, with 80% of population growth attributed to them.

However, within all of the facts and figures surrounding ethnic minorities, there is one keyword we must understand: communities.

ThePromota! Ethnic understands that each ethnic community is different; they have varying consumer needs, tastes and behaviours, they are constantly evolving and changing and this is what makes us multicultural marketing specialists.

A report conducted by IPA in 2014, known as “The New Britain” report, suggested that approximately 77% of British Asian’s feel that mainstream adverts are irrelevant to them.

We make it our mission to stay one step ahead of ethnic consumer trends, whether your target audience is African, Bangladesh, Pakistan, Somalis, Indian, Filipino or Brazilian, we know what makes them tick and what drives them to make a purchase.

To enable us to do this, we offer a wide range of multicultural marketing services to unlock the potential of ethnic communities.

Every campaign we create is bespoke and individually tailored to our clients’ needs, so that we can consider all variables and maximise your brand’s reach.

In a world of diversity where Britain’s ethnic communities are constantly growing, it is important to take these communities into consideration to maximise marketing opportunities. What’s more, black and minority ethnic (BME) groups with be twice as large as they are now by the time we reach 2045.

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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