Think Ethnic is the ultimate forum for marketing professionals, clients and brands interested in understanding, reaching and marketing to the growing multicultural population in the UK and globally. This platform shares best practices, insight, advice and discussion opportunities to look at solutions to engage with the multicultural market in a more culturally relevant and personalised manner keeping in mind changing global socio-economic and political changes.
The UK has grown to be a truly multicultural country, and will continue to flourish in the face of seismic economic and social shifts. We need to acknowledge that migration over the decades have built up a mature and powerful multicultural market that requires an understanding of the cultural nuances and marketing in a proactive and data driven manner. Brands are in a position to grow their ROI through multicultural marketing however the strategy needs to be grown and evolve as per the multicultural consumer behaviour trends that differ from greatly 1st generation to 2nd/3rd generation.
This means even within multicultural marketing strategy must move away from the niche campaign mindset and become an engrained part of any become part of any personalised customer experience strategy. It is no longer just a scenario of replacing images or localising content into a different language. Granular understanding of the nuances of the customer, including culturally distinct behaviours and buying patterns that now is achieved with the rise of the digital channel usage driving more personalised campaigns.
Even in light of Brexit we cannot deny 20% of the UK population are of multicultural heritage and have more than £300 billion disposable income which could increase a brand’s market share if targeted effectively through the right channels and not just the right communications as we have previously achieved.
In cities such as London where up to 55% of the population is made up from what is traditionally considered an ethnic heritage, diversity is what defines us. UK is very much multi-cultural and is home to people from all over the world and inherently should become a part of every future marketer’s audience. It is through the development of Think Ethnic we want to achieve a foreseeable future re defining the field of multicultural marketing and evolving strategies to suit the changing times.
Think Ethnic Team