Multicultural population in Britain is nearing 20% of the population and some 45% in major UK
cities and towns, and one in four babies born is of ethnic background.
To grow, marketers clearly need a strategy to drive penetration with multicultural consumers.
Yet in many organisations, multicultural marketing is an after-thought. It is managed as a silo,
given lip service, or handed off to summer interns. Despite the statistics, organisations can be
reluctant to invest in multicultural marketing because ROI is low and because marketers think
they’re reaching these audiences in their general marketing plans.
But some clients are realising that the Multicultural consumers are growing at a faster rate than
any other segment and will continue to do so for the next 2-3 decades and aim to put their brands
right at the heart of the growing ethnic consumers.