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...
