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.