It’s not true that Britain’s ethnic minorities don’t spend, behave the same as whites and are too hard to target. These are some of the findings of this IPA report which profiles Black and Minority Ethnic (BME) Britain and addresses marketing issues and the ethnic media landscape.
The report is based on a compilation of academic and third-party research over the last five years, including the first findings of the 2011 ONS Census, as well as interviews, case studies and contributory chapters from ad agency heads.
2012 Multicultural Britain examines the growing influence of UK's BME population who at the time of the report accounted for 12 per cent of the whole and whose purchasing power was £300 billion and rising.
This 2012 report was updated in 2014 as 'The New Britain'.