Marketing directors are seeking to capture the attention of the UK ethnic market. Along the way, they are finding hidden

  Ethnic minority consumers are more likely to have home broadband and a mobile phone, compared to the British population as

As we head further into the New Year, I look forward to analysing and evaluating the Multicultural market as the industry continues to grow and evolve. In 2011 the ONS revealed that the UK had a multicultural population of over 7.5 million people. This demographic has undoubtedly risen further in the years since and has been reflected accordingly through developments such as the hijab emoji and M&S’ decision to introduce their ‘burkini’ swimsuit range. Though many brands are still missing out on the potential ROI to be gained from marketing to the UK’s multicultural population. Subsequently I have compiled 12 facts to help companies and brands consider the benefits of investing in ethnic marketing. 1

Latina women are known for their beauty. Top of mind, of course, is J Lo and Shakira. So it should

Germany has the biggest ethnic population in Europe and for the growing Muslimpopulation in Germany, there is a growing demand for

Almost all ethnic groups in the UK spend a greater proportion of their money on clothing and footwear than whites. Any

Around 2.3 million married or cohabiting partners in an inter-ethnic relationships according to ONS, a rose of 2% since 2001. People

The constant inflow of diverse nationalities witnessed in the UK has enriched and made it a ‘Mecca’ for visitors from