As the UK becomes increasingly diverse, marketing teams and advertising agencies are asking themselves whether this diversity is being accurately represented within their own industry. Why is diversity so important for the advertising industry? And will increasing the diversity of your team have a positive...
A team of neuroscientists from MIT recently found that it takes only 13 milliseconds for our brains to process images. Before we are even aware of what we are looking at, we have already started unconsciously making assumptions about it....
Venturing into foreign markets can be a major challenge for brands, but the food and beverage industry can be particularly difficult. For any company, the first step is to adapt their branding, i.e. the logo, packaging, and in some cases, the store layout. While this...
The podcast market has in recent years been touted as an increasingly lucrative space for brands to advertise in. Data shows that podcast listeners significantly outspend non-podcast listeners in regards to consumer goods and entertainment services and that the number of podcast listeners in the...
More than ever, brands are making efforts to increase the diversity within their ad campaigns. While inclusivity in advertising is undeniably important, if a demographic is represented poorly, these attempts can run the risk of doing more harm than good. Rather than presenting your brand...
A recent report called ‘From Ostrich To Magpie’ published by the Confederation of British Industry (CBI), said that the low take-up of readily available technologies could be driving the UK’s productivity problem. The CBI created a separation between ‘ostriches’, who keep their head in the...
Marketing is all about creating a connection, and minority consumers are a testament to that. A study has found that 53% of the UK’s BAME population prefer to buy from brands that they feel accurately represent their culture, while 51% say they would be more...
New consumer groups are entering the market during a difficult time for spending. For the past decade, younger consumers have been buying goods in a landscape shaped by the 2008 financial crisis, and now the Covid-19 pandemic has hit wallets even further. So as a...
The job title Chief Diversity Officer (CDO) is not new, but over the last five years, the number of jobs posted online for that role has risen by 68%, leading LinkedIn to call it ‘The Job Of The Moment.’ But does this position genuinely help...
A recent survey of 21,000 21-36 year old workers found that 86% of them said that job security is a high priority when looking for employment. Despite those findings, millennials from a BAME background are 47% more likely to be on a zero-hours contract, meaning...
For UK ad agencies, diversity and inclusion go far beyond doing the ‘right thing.’ Research has found that companies with culturally and ethnically diverse teams are 33% more likely to financially outperform than the industry median. And while marketing agencies in the UK have come...
The past few years has seen the hijab cement its status in the global fashion industry. From Nike’s Pro Hijab for female Muslim athletes to Tommy Hilfiger’s recently released version of the Islamic garment, more fashion designers and brands are starting to capitlise on what...
There are nearly 17 million millennials in the UK. In 2017, millennials became the largest generation in the workforce. That same year, more than 26% of them came from an ethnic background other than White British, higher than the same figure for the entire UK...
Multicultural marketing acknowledges the differences between cultural backgrounds, and provides brands with the opportunity to offer more personalised messaging to engage an increasingly diverse population. ...
In today’s digital world, customer journey alone is not enough to generate loyal consumers and brand advocates. Adapting to a wide variety of experiences through the understanding of different contexts, particularly in the field of multicultural marketing, is the real path to a better...
While there is more to us than our cultural background, the way we act, think and react to our environment is largely modelled by it. Of course, not all the people from a given group will behave in the same way, but certain generalisations can...
What does it mean for a brand to be culturally fluent? In an increasingly multicultural and interconnected world, cultural intelligence becomes a vital aspect of the internal organisation and external communication for the most competitive companies. ...
Brands and agencies need to move forward towards true equity; not only in external marketing messages, but also in internal organisational structure and work culture. After all, the most effective way to promote diversity and inclusion is to be its personification....
Multicultural representation at the board level is not a matter of optics; it’s what allows UK companies to remain competitive around the world. As Sir John Parker, Chairman of the Parker Review Committee explains, it increases “alignment of the Board with its customer base at...
Consumer habits have changed drastically as a result of the COVID-19 pandemic, and many effects are likely to be permanent. Given the loss of income many people faced as a result of the lockdowns imposed by governments around the world, consumers are now more hesitant...
Particularly in the Western world, demographic trends have shifted mainly as a product of migration. Therefore multiculturalism has become an increasingly important player of marketing, as companies continue to realise the benefits of targeting minority groups who often possess significant buying power....
In the United States, there is a holiday known as ‘Cinco de Mayo’ (‘5th of May’ in English) that is often dubbed as the ‘Mexican St. Patrick's Day’. This is because essentially, they are very similar; they are rooted in a culture foreign to where...
Personalisation is a powerful marketing strategy; it enables brands to connect with their audience on a more personal level, improving customers' experience, and making business more profitable. In fact, 80% of companies report seeing an uplift since implementing personalisation tactics. ...
Digital marketing opens the door for brands and companies to reach the widest possible mass of people. However, the challenge is to engage those people amongst the wide clutter of messaging....
Climate change is a major global issue that society is having to grapple with and find solutions for. Political pressure to take action has been happening for quite some time, but now consumers are looking at how businesses and brands are incorporating sustainability and eco-friendliness...
Pop-up shops are here to stay. Well, maybe not literally, but they have proven to be an effective marketing strategy. The pop-up industry reported $10 billion in sales revenue in 2018, as reported by PopUp Republic....
Today's market is competitive, full of good products, services, and a wide range of choices. But, the key factor that will make the consumer choose one brand over another, is emotion. ...
Part of podcasting’s appeal is the relatively low startup costs, combined with high engagement rates from an active listener base. And with 850,000 active podcasts and 104 million Americans listening to them regularly, Podcast ads have proven to be an excellent channel for brands to...
Part of podcasting’s appeal is the relatively low startup costs, combined with high engagement rates from an active listener base. And with 850,000 active podcasts and 104 million Americans listening to them regularly, Podcast ads have proven to be an excellent channel for brands to...
Part of podcasting’s appeal is the relatively low startup costs, combined with high engagement rates from an active listener base. And with 850,000 active podcasts and 104 million Americans listening to them regularly, Podcast ads have proven to be an excellent channel for brands to...
