Think Ethnic is the ultimate forum for marketing and communications professionals, academics, clients and brands interested in understanding, reaching and marketing to the growing multicultural audiences in the UK and Europe. The UK is now truly a multicultural country, and will continue to flourish in the face of diversity. If we don’t recognise that people are different, we are not going to get
anywhere. Businesses is about engaging people and more so in the current financial downturn. We’ve got too many products and too few customers. When people have a choice and prices are falling, that’s when marketing mavericks look at segmentation and precision marketing.
20% of the UK population are of multicultural heritage and have £300 billion disposable income they could increase your market share if targeted effectively, and if you are looking to target the youth market, it may be worth noting that the majority of pupils in London and 15 UK cities are multicultural. In cities such as London where up to 55% of the population is made up from what is traditionally considered an ethnic background, diversity is what defines us. The question then begs to be asked is: in post recession times where budgets are carefully set out and strategically allocated to render the highest possible returns.
