Marketers must target diverse groups, says IPA

Every UK brand and marketer should be targeting diverse groups, or they will risk losing out on a potentially lucrative new market.

That’s the conclusion of a new report published by the IPA today (23 March) – ‘The marketing opportunities for advertisers and agencies in multi-cultural Britain.

The report is designed to provide the advertising industry with an update on the rapidly expanding multi-cultural landscape of the UK; both as a potential employer and a market place.

Notable findings of the report include:

●                  Multi-cultural communities will become increasingly visible and more influential as they rise up the business and corporate ladder and become budget holders.

●                  Responding to the needs of a diverse, culturally-rich group will require understanding of the cultural, religious, identity and ethnicity issues embedded within these groups.

●                  As migration into the UK rises, it is predicted that ethnic media outlets will continue to thrive because of the lack of relevant content offered by main-stream media.

Trevor Robinson, founder and creative director at Quiet Storm, says the UK is a “cultural melting pot that we in adland need to understand if we are to attract the very best talent, and communicate effectively to UK consumers”.

Saad Saraf, founder and CEO at ad agency Media Reach, adds: “If we don’t recognise that people are different we are not going to get anywhere. Business is about engaging people and more so in the current financial downturn. The industry needs to quicken its pace to catch up with the changing face of the new society, or risk getting left behind. Not only do we need to accept it, we need to understand and embrace it.”

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