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Multicultural Marketing

How Can Brands Effectively Advertise Within An Increasingly Diverse Podcast Market?

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...

22nd February 2021
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How Can UK Brands Work Towards Better Representing BAME Cultures in Advertising?

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...

16th February 2021
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Early Adopters of Tech: How the Young British Asian Demographic is Ahead of the Curve

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...

28th January 2021
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Going Beyond The Creative: How Important Is It To Identify The Multicultural Consumer Journey?

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...

28th January 2021
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Can Chief Diversity Officers Reduce The Risk Of Cultural Insensitivity & Which Brands Are Using Them?

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...

18th January 2021
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Why Are BAME Millennials At Greater Risk Of Job Uncertainty And How Can Brands 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...

12th January 2021
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More Than Representation, Culturally Diverse Teams in Ad Agencies Are a Matter of Competitiveness

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...

6th January 2021
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