Mar 25, 2010
IPA highlights multi-cultural marketing opportunities & Strategy
The IPA's landmark report warns UK brands: ignore multicultural communities and risk losing a lucrative, fast-rising market of consumers, budget-holders and business leaders.
⏱ 3 min read
By mediareach
A new report from the IPA Ethnic Diversity Group has put multicultural marketing firmly on every UK brand's agenda, both as an employment opportunity and as a marketplace.
Titled ‘Marketing opportunities for advertisers and agencies in multi-cultural Britain’, the report shows how diverse communities are becoming increasingly visible and influential as they move up the corporate ladder and become the budget holders of tomorrow.
The Key Message: Target Diverse Groups or Lose Out
The report is blunt. Targeting diverse audiences should no longer be optional. Brands that fail to understand and serve Black, Asian and Eastern European communities will miss a high-growth, lucrative market.
It also highlights a critical shift: responding to this audience requires more than translation. It demands deep understanding of cultural, religious, identity and ethnicity nuances embedded within each community.
Rising Influence
Multicultural communities moving into senior business & budget-holder roles
Ethnic Media Growth
Predicted to thrive as mainstream media lacks relevant content
Too Many Products
Too few customers, segmentation is survivalt
Why Ethnic Media Will Continue to Thrive
As migration into the UK rises, the report predicts ethnic media outlets will grow. Why? Mainstream channels still don't offer culturally relevant content. The report provides an overview of population data plus a practical outline of Black, Asian and Eastern European media, and the complexities of marketing to each.
Key Takeaway
Multicultural marketing isn't about one message for all. It's precision marketing, understanding religion, identity, culture and media habits to earn trust where mainstream misses.
"Business 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."
— Saad Saraf, Founder & CEO, Mediareach
Saad adds that the industry needs to quicken its pace to catch up with the changing face of society. The report, which includes a foreword by Trevor Robinson and an extensive chapter by Saad Saraf and Sanjay Shabi of CultureCom, is a wake-up call: accept, understand and embrace the new Britain, or risk being left behind.
"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."
Saad Saraf
Founder & CEO, Mediareach — Chapter contributor, IPA Report
What's Inside the IPA Report
Population data overview, Black, Asian and Eastern European media landscapes, cultural complexities in marketing, plus contributions from Trevor Robinson, Saad Saraf (Mediareach) and Sanjay Shabi (CultureCom). Essential reading for any UK brand planning for 2010 and beyond.
Is Your Brand Ready for Multicultural Britain?
Mediareach has spent 40 years helping brands connect with diverse UK communities through culturally intelligent media, creative and outreach.
IPA report
multicultural marketing
ethnic diversity group
Black Asian media UK
Eastern European media
multicultural Britain
ethnic media growth
The UK's pioneering multicultural marketing agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Mar 25, 2010
IPA highlights multi-cultural marketing opportunities & Strategy
The IPA's landmark report warns UK brands: ignore multicultural communities and risk losing a lucrative, fast-rising market of consumers, budget-holders and business leaders.
⏱ 3 min read
By mediareach
A new report from the IPA Ethnic Diversity Group has put multicultural marketing firmly on every UK brand's agenda, both as an employment opportunity and as a marketplace.
Titled ‘Marketing opportunities for advertisers and agencies in multi-cultural Britain’, the report shows how diverse communities are becoming increasingly visible and influential as they move up the corporate ladder and become the budget holders of tomorrow.
The Key Message: Target Diverse Groups or Lose Out
The report is blunt. Targeting diverse audiences should no longer be optional. Brands that fail to understand and serve Black, Asian and Eastern European communities will miss a high-growth, lucrative market.
It also highlights a critical shift: responding to this audience requires more than translation. It demands deep understanding of cultural, religious, identity and ethnicity nuances embedded within each community.
Rising Influence
Multicultural communities moving into senior business & budget-holder roles
Ethnic Media Growth
Predicted to thrive as mainstream media lacks relevant content
Too Many Products
Too few customers, segmentation is survivalt
Why Ethnic Media Will Continue to Thrive
As migration into the UK rises, the report predicts ethnic media outlets will grow. Why? Mainstream channels still don't offer culturally relevant content. The report provides an overview of population data plus a practical outline of Black, Asian and Eastern European media, and the complexities of marketing to each.
Key Takeaway
Multicultural marketing isn't about one message for all. It's precision marketing, understanding religion, identity, culture and media habits to earn trust where mainstream misses.
"Business 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."
— Saad Saraf, Founder & CEO, Mediareach
Saad adds that the industry needs to quicken its pace to catch up with the changing face of society. The report, which includes a foreword by Trevor Robinson and an extensive chapter by Saad Saraf and Sanjay Shabi of CultureCom, is a wake-up call: accept, understand and embrace the new Britain, or risk being left behind.
"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."
Saad Saraf
Founder & CEO, Mediareach — Chapter contributor, IPA Report
What's Inside the IPA Report
Population data overview, Black, Asian and Eastern European media landscapes, cultural complexities in marketing, plus contributions from Trevor Robinson, Saad Saraf (Mediareach) and Sanjay Shabi (CultureCom). Essential reading for any UK brand planning for 2010 and beyond.
Is Your Brand Ready for Multicultural Britain?
Mediareach has spent 40 years helping brands connect with diverse UK communities through culturally intelligent media, creative and outreach.
IPA report
multicultural marketing
ethnic diversity group
Black Asian media UK
Eastern European media
multicultural Britain
ethnic media growth
The UK's pioneering multicultural marketing agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Mar 25, 2010
IPA highlights multi-cultural marketing opportunities & Strategy
The IPA's landmark report warns UK brands: ignore multicultural communities and risk losing a lucrative, fast-rising market of consumers, budget-holders and business leaders.
⏱ 3 min read
By mediareach
A new report from the IPA Ethnic Diversity Group has put multicultural marketing firmly on every UK brand's agenda, both as an employment opportunity and as a marketplace.
Titled ‘Marketing opportunities for advertisers and agencies in multi-cultural Britain’, the report shows how diverse communities are becoming increasingly visible and influential as they move up the corporate ladder and become the budget holders of tomorrow.
The Key Message: Target Diverse Groups or Lose Out
The report is blunt. Targeting diverse audiences should no longer be optional. Brands that fail to understand and serve Black, Asian and Eastern European communities will miss a high-growth, lucrative market.
It also highlights a critical shift: responding to this audience requires more than translation. It demands deep understanding of cultural, religious, identity and ethnicity nuances embedded within each community.
Rising Influence
Multicultural communities moving into senior business & budget-holder roles
Ethnic Media Growth
Predicted to thrive as mainstream media lacks relevant content
Too Many Products
Too few customers, segmentation is survivalt
Why Ethnic Media Will Continue to Thrive
As migration into the UK rises, the report predicts ethnic media outlets will grow. Why? Mainstream channels still don't offer culturally relevant content. The report provides an overview of population data plus a practical outline of Black, Asian and Eastern European media, and the complexities of marketing to each.
Key Takeaway
Multicultural marketing isn't about one message for all. It's precision marketing, understanding religion, identity, culture and media habits to earn trust where mainstream misses.
"Business 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."
— Saad Saraf, Founder & CEO, Mediareach
Saad adds that the industry needs to quicken its pace to catch up with the changing face of society. The report, which includes a foreword by Trevor Robinson and an extensive chapter by Saad Saraf and Sanjay Shabi of CultureCom, is a wake-up call: accept, understand and embrace the new Britain, or risk being left behind.
"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."
Saad Saraf
Founder & CEO, Mediareach — Chapter contributor, IPA Report
What's Inside the IPA Report
Population data overview, Black, Asian and Eastern European media landscapes, cultural complexities in marketing, plus contributions from Trevor Robinson, Saad Saraf (Mediareach) and Sanjay Shabi (CultureCom). Essential reading for any UK brand planning for 2010 and beyond.
Is Your Brand Ready for Multicultural Britain?
Mediareach has spent 40 years helping brands connect with diverse UK communities through culturally intelligent media, creative and outreach.
IPA report
multicultural marketing
ethnic diversity group
Black Asian media UK
Eastern European media
multicultural Britain
ethnic media growth
The UK's pioneering multicultural marketing agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.