As urban marketing specialists, we read with interest your article (MW November 24) on ethnic Britain.
The feature was right to point out the ethnic influence on mainstream trends. We can’t escape the demographics – the facts are all around us. Young Britain is multicultural, thriving and here to stay.
This culturally diverse Generation U is a powerful and influential force. It is a movement travelling at breakneck speed and what is “nang” one week is”swag” the next. Despite Generation U’s stateside influence, there is a new wave of pro-Britishness happening on the streets. It has its own “DIY media”, music genres and a distinctive style. Channel U, the Dubplate drama and pirate radio are excellent examples of this, but they are just the tip of the iceberg.
To cut through to these core youth influencers, brands need to be more creative than merely developing a cool ad or piggy-backing the latest trends. Research gives you insight but, as ethnic and urban specialists, we believe that to penetrate, you need to integrate.
We totally agree that marketers need to consider ethnicity in their plans. In fact, if we accept the premise that Generation U is multicultural, then by targeting this elusive but highly influential market, brands will gain a wider appeal that translates to the mainstream.
The big question that marketers need to be answering is how best they can navigate the urban maze to get themselves a slice of that &£32bn “brown” pound. We are, of course, always at the end of our hi-tech multimedia blinged-up phones, should anyone wish to know more.