IPA The New Britain Report 2014 – Britain has always been a fascinating country with its vibrant cultural diversity. Today Britain is more multicultural than ever before, and this will only continue to grow– so the time has come for marketers to take a full advantage of the opportunities presented by the growing ethnic population. Multicultural population is more than eight million currently. That’s nearly 13% of the total population concentrated mostly in cities such as London, Birmingham, Leicester, Bradford and in seven others metropoles. Most of this population remains hard-to-reach audiences for many brands as they fail to understand their behaviours and put aside the stereotypes.

Marketing and advertising nowadays is all about how effectively you can engage with consumers, therefore, brands and companies can’t afford to ignore BMEs any longer excluding them from their Marketing Strategies. For over 27 years we have been having discussions, conferences, interviews researches and forums on this subject, and it seems finally the ice is melting, and the brands starting to notice the huge potential of this new untapped market.

IPA has recently released the updated Diversity report on IPA The New Britain Report 2014 (Multicultural Britain) with an in-depth look at Britain’s changing demographics. The report attempts to bridge the information gap between clients and agencies that are still struggling when it comes to communicating within an increasingly ethnically diverse society.  Such initiatives  are always  positive. IPA report predicts that multicultural communities in the UK will double in size by 2025. One-in-four new born babies  in England and Wales have a foreign-born mother.