IPA The New Britain Report – Why Should Advertisers Target The New Britain?

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. Most of this population remains hard-to-reach 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.