A report from the IPA Ethnic Diversity Forum with key contributions from Guardian economics leader writer Aditya Chakrabortty, specialist researcher Jessica Mai Sims and Head of CultureCom Sanjay Shabi

2012 Multicultural Britain

BME purchasing power is now £300 billion

Half of Bangladeshis live in households with four or more people

Black British women spend six times more on hair products than their white counterparts

By 2016 half of the BME population will be under the age of 12

‘Mixed race’ Britons is the fastest growing ethnic category in the UK

Britain’s most popular dish is the Chinese stir-fry

By 2051 England and Wales will be as diverse as London is now

One in four Pakistani men work as taxi drivers 01 Preface

02 Management summary

03 Introduction

04 Chapter one – BME Britain

19 Chapter two – Marketing to ethnic minorities

24 Chapter three – The ethnic media landscape

33 Appendices Contents

Jessica Mai Sims is a researcher based at King’s College London working on ethnic inequalities in health and was previously a research policy analyst at Runnymede.

Both are co-authors of the chapters on BME Britain and marketing to ethnic minorities.

Sanjay Shabi is Head of CultureCom and a member of the IPA Ethnic Diversity Forum. He writes on the ethnic media landscape. In 2003, the IPA Ethnic Diversity Group published its first major collaborative This report sits alongside a wider IPA work on ethnic diversity which programme to monitor ethnic looked at the employment, portrayal representation in the industry and to and economic value of ethnic attract talent. minorities. This was followed in 2010 with an update entitled The marketing As the professional body for agencies, opportunities for advertisers and the IPA is a hub and a contact point for agencies in multicultural Britain. universities, apprenticeship providers and social mobility projects to create This latest report, published in October opportunities for both school leavers 2012 to coincide with the release of the and graduates from all disciplines and first 2011 ONS Census figures in July backgrounds. It runs an annual summer 2012, profiles black and minority ethnic Ad School for graduates, and a scheme (BME) Britain, the ethnic media land- called Creative Pioneers Challenge scape and marketing opportunities. for school leavers, in addition to other ad hoc initiatives. There are three main authors of this report. The IPA also actively encourages the use of its Diagonal Thinking Aditya Chakrabortty is currently self-assessment tool economics leader writer at (www.diagonalthinking.co.uk) The Guardian, winner of a Harold to identify people with the abilities Wincott Award and a trustee of The required to succeed in advertising Runnymede Trust, Britain’s leading regardless of their social, ethnic or race equality thinktank. educational background.

Contents 2012 MULTICULTURAL BRITAIN

Britain’s ethnic minorities are younger » than the rest of the country, they are more urban, they are keener to buy and use new technology and their purchasing power is growing. THE MYTHS THAT ARE WRONG ABOUT ETHNIC MINORITIES • They don’t spend (page 22). TEN FACTS ABOUT BRITAIN’S • They behave the same as whites (page 22). ETHNIC MINORITIES • They are too hard to target (page 23). • BME purchasing power is now £300 billion (page 10). ETHNIC MEDIA OVERVIEW • ‘Mixed race’ Britons is the fastest • Despite turbulent economic times, growing ethnic category in the UK ethnic media continues to grow (page 24). (page 5). • South Asians and African Caribbeans still • By 2016 half of the BME population represent the largest ethnic groups (page 24). will be under the age of 12 whereas • The ongoing release of ONS Census data half of the white population will be is likely to strengthen the future case for under 40 (page 6). ethnic media (page 24). • By 2051 England and Wales will be as • Ethnic media is evolving, maturing and diverse as London is now (page 6). splintering into different segments (page 24). • Medicine is one of the top choices • Larger ethnic media owners and sales of degree for many BME youngsters, networks are broadening and diversifying especially black students (page 9). their portfolios into multimedia (page 25). • Nearly one-in-four Pakistani men • Eastern Europeans continue to be a work as taxi drivers (page 9). prevalent audience segment (page 26). • Indian households are most likely to • Cinema is rising in popularity, especially own multiple cars or vans with 80% for Asians and Africans (page 26). owning at least one (page 12). • Advent of highly credible digital ad • Half of Bangladeshis live in house- networks and growing popularity of holds with four or more people ethnic specific events (page 27). (page 14). • More media owner farmed qualitative • Chicken tikka masala is no longer research is being released and offsetting Britain’s most popular dish; it is now ongoing shortcomings in existing the Chinese stir-fry (page 15). mainstream desktop research (page 27). • Black British women spend six times • Digital aside, a general lack of more on hair products than their white transparency and accountability with counterparts (page 16). ethnic media delivery remains (page 27). Contents

We’ve been given some tantalising glimpses of the new 2011 ONS Census data. However, because there is still so much to analyse and report on, we won’t know the breakouts for ethnicity until sometime early in 2013. by Saad Saraf, Founder and CEO of Mediareach, Chairman of the IPA Ethnic Diversity Forum and member of IPA Council Since our report two years ago, there have also been other reports on the makeup of ethnic Britain, so, as we wait for the full breakouts we feel it is worth appraising the work that has been published alongside the first figures from the Census and updating top of everyone’s agenda, and our overview of the ethnic media when we look at the penetration of landscape. the IPA online Diagonal Thinking self-assessment as an indication There are three main chapters in this of future interest in our industry the update. The first gives an overview results are encouraging. In 2011, nearly of BME Britain, from the breakdown 28% of people who completed the of different groups to the ways they online self-assessment were from spend their money. The second multicultural backgrounds. That’s nearly focuses on marketing: covering 1,800 people. minority representation in advertising; (www.diagonalthinking.co.uk) examples of marketing successes and failures; and advice and opportunities These figures, alongside the chapters for marketers moving forward. Finally, in this report and my own experience, the third chapter offers practical make me believe that we are gradually guidance on how to reach different seeing a cultural change: both in groups, including lists of current ethnic terms of recruitment and portrayal. media. The key points from each are in I find this immensely encouraging, the management summary on page 2. both professionally and personally.

We want this report to highlight what In the meantime, the members of makes ethnic minority consumers tick the IPA Ethnic Diversity Forum hope and to make a strong case for the publication of this latest report marketers to take ethnic minority continues to provide you with the best consumers more seriously. We also opportunity to learn how Britain’s want to dispel some common demographics are changing, so that misconceptions. we, as an industry, can engage with all consumers more effectively. We hope But it is not just about making the you will read it and that it causes you marketing case. Continuing to attract to think differently about how you the best talent continues to be at the bring campaigns to market.

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The story of multi-ethnic Britain can’t be split neatly into white and non-white; there is further diversity among minority groups. Indians are most likely to own their homes whereas Bangladeshis are most likely to have the biggest households. Nearly one in four black Africans send money ‘home’ through remittances and black (Caribbean and African) women are the most likely to The figures by ethnic group have not put away for a private pension among been released at the time of writing; minority groups. Pakistanis are most however data from previous years likely to be self-employed with men estimated that BME people were working in transport, while Chinese likely to make up 12 percent of the people are likely to be connected to population of England and Wales Britain’s ethnic minorities aren’t what the catering industry. and 30 percent of the population of you think. They’re younger than the London. 2 This compares to visible rest of the country, they’re more The differences between groups are minorities accounting for 16 percent urban and they’re keener to buy and what make them distinct, interesting of Canada’s population and non- use new technology. and a worthwhile focus for attention. white groups representing 44 percent With a growing population, it is no of the United States’ population. 3 This reality was captured perfectly wonder that their influence is seen in Danny Boyle’s Olympic opening throughout all spheres of British society In 2016 the projected median age ceremony – a mixed race family at including the music we listen to, the – the age that splits the population centre stage with the young people stars we admire and the food we eat in into two numerically equal groups – seen playing on their game consoles, and outside the home. These groups for BME people will be between 11 flirting over text messages and are shaping modern Britain to be and 13 as compared to 40 for the dancing in diverse groups. While multicultural, innovative and connected white British population. 4 This will some people might have been to the rest of the world. result in an incredible shift in the surprised to see a mixed race family number of minority ethnic adults in used to typify Britain, ‘mixing’ is Taking the latest ONS Census data from the near future. In 2051, 36 percent of an everyday reality for a growing 2011, and academic and policy research, the total population of England and number of Britons (including, in case this chapter highlights what you may Wales will come from a minority ethnic you’d forgotten, some Olympic gold not have known about BME groups group. 5 Put another way, it is just a medallists). The ‘mixed’ ethnic and the associated opportunities in matter of time before the rest of the category is the most youthful and diversifying consumer markets. country comes to be as diverse as fastest growing group and people the capital. from black and minority ethnic (BME) MIXED-UP BRITAIN groups are most likely to mix with With the first release of the 2011 ONS 1 ONS. 2012a 2 ONS. 2011b people from other backgrounds in Census, we know that there are 56.1 3 Malenfant et al. their homes, workplaces and million people in England and Wales 4 Lievesley 2010 communities. – the largest population ever. 1 5 Ibid. Contents

Ten facts you didn’t know about Britain’s ethnic minorities FACT NO 1: ‘MIXED RACE’ BRITONS IS THE FASTEST » GROWING ETHNIC CATEGORY IN THE UK

by JessicaSimsand Aditya Chakrabortty 1991 2001 2009 Numbers expressed in thousands Number Percent Number Percent Number Percent WHITE 47876 94.1 47520.9 91.3 48188.9 87.9 British 455337 87.5 45682.1 83.3 Irish 641.8 1.2 574.21 1 Other White 1345.3 2.6 1932.6 3.5 MIXED 661 1.3 956.4 1.7 White and Black Caribbean 237.4 0.5 310.6 0.6 White and Black African 78.9 0.2 131.6 0.2 White and Asian 189 0.4 301.6 0.6 Other Mixed 155.7 0.3 242.6 0.4 ASIAN OR ASIAN BRITISH 1689.4 3.3 2273.7 4.4 3209.5 5.9 Indian 855.1 1.7 1036.8 2 1434.2 2.6 Pakistani 469 0.9 714.8 1.4 1007.4 1.8 Bangladeshi 166.6 0.3 280.8 0.5 382.2 0.7 Other Asian 198.7 0.4 241.3 0.5 385.7 0.7 BLACK OR BLACK BRITISH 916.9 1.8 1139.6 2.2 1540.1 2.8 Black Caribbean 514 1 563.8 1.1 615.2 1.1 Black African 220.1 0.4 479.7 0.9 798.8 1.5 Other Black 182.8 0.4 96.1 0.2 126.1 0.2 CHINESE OR OTHER ETHNIC GROUP 442.1 0.9 446.7 0.9 874.1 1.6 Figure 1: Population of England and Wales by ethnic group 1991-2009 Chinese or Other Ethnic Group 152.3 0.3 226.9 0.4 451.5 0.8 Source: ONS 2011b; National Statistics 2006 Any Other Ethnic Group 289.8 0.6 219.8 0.4 422.6 0.8 ALL ETHNIC GROUPS 50888.1 100 52041.9 100 54809.1 100 Contents 2012 MULTICULTURAL BRITAIN: BME BRITAIN

FACT NO 2: BY 2016 HALF OF » THE BME POPULATION WILL BE UNDER THE AGE OF 12 WHEREAS HALF OF THE WHITE POPULATION WILL FACT NO 3: BY 2051 ENGLAND AND BE UNDER 40 WALES WILL» BE AS DIVERSE AS LONDON IS NOW

All this marks a huge change from It is worth noting that residential con- even the very recent past. Anyone at centrations of minorities have produced school in the 1980s will have seen the diverse and mixed areas rather than the number of non-white people double ‘ghettos’ experienced in other parts of since then. You could declare your the world. 9 Leicester has been hyped ethnic identity for the first time in the as the first ‘minority-majority’ city but in 1991 ONS Census and state if you had reality no one ethnic group predominates a mixed ethnic background by the there. Forty years ago Leicester took out time the 2001 Census was recorded. In a ‘[do] not come to Leicester’ ad in a reality the eighteen possible ethnic Ugandan newspaper to deter possible categories are the largest ethnic migrants. Now it actively markets its groups in Britain, with more than sixty multiculturalism to potential visitors. smaller minority and migrant groups Similarly Tower Hamlets and Newham have also making Britain their home. the highest shares of their populations belonging to a BME group (43 percent Cities and regions have experienced and 55 percent) of all local authorities, population growth differently, explaining a fact highlighted in London’s bid for the why it is more common to live among Olympics. 10 We’ve come a long way in Pakistanis in Bradford, Chinese in Oxford terms of population and attitudinal and Turks in North London. 6 The cities change. of London, Leeds, Sheffield, Liverpool and Cardiff hold 83 percent of all black Africans in the country. 7 Thirty-six percent 6 Parkinson et al. 2006 7 of all of England’s visible minorities CABE 2010. 8 ONS. 2011b live in London as opposed to only 11 9 Simpson 2007 percent of its white population. 8 10 ONS. 2011b All this marks a huge change from even the very recent past. Anyone at school in the 1980s will have seen the number of non-white people double since then. You could declare your ethnic identity for the first time in the 1991 ONS Census and state if you had a mixed ethnic background by the time the 2001 Census was recorded. In reality the eighteen possible ethnic categories are the largest ethnic groups in Britain, with more than sixty smaller minority and migrant groups also making Britain their home.

Cities and regions have experienced population growth differently, explaining why it is more common to live among Pakistanis in Bradford, Chinese in Oxford and Turks in North London. 6 The cities of London, Leeds, Sheffield, Liverpool and Cardiff hold 83 percent of all black Africans in the country. 7 Thirty-six percent of all of England’s visible minorities live in London as opposed to only 11 percent of its white population. 8 Contents

95.9% 96.7% WALES SCOTLAND 87.5% ENGLAND 89.6% YORKSHIRE AND THE HUMBER 12.5% 3.3% 4.1% 90% WHITE 10.4% EAST OF ENGLAND 10% 85.6% 14.4% BME WEST MIDLANDS 9.9% 5.9% 90.1% EAST MIDLANDS 5.3% 8.3% 30.3% 94.1% SOUTH WEST 69.7% LONDON 91.7% NORTH WEST 94.7% NORTH EAST

Figure 2: Proportion of country/region population by ethnicity, 2009

Sources: ONS 2011b; Northern Ireland Executive 2011; and Scottish Government Contents 2012 MULTICULTURAL BRITAIN: BME BRITAIN

LABOUR MARKET AND EDUCATION Educational attainment varies considerably by ethnic group, with some groups doing better than others. Asian and Chinese pupils perform higher than the national average (61.8 percent and 78.6 percent) and pupils of any black background perform lower (54.3 percent). 11 FACT NO 4: CHINESE PUPILS ARE THE HIGHEST » ACHIEVERS AT GCSE LEVEL Overall BME students go on to enter higher education in good numbers, accounting for 18 percent of the total seem to cluster in any course topic. UK-domicile students.12 These students Across subject areas, the greatest want to go to universities with diverse proportion of BME students was in the student bodies while their parents want areas of medicine and dentistry and them to live close to home to reduce law (32 percent and 31.2 percent). 14 costs. Prestige is another consideration in choice but some people from BME So while they’re not going to the most groups feel they won’t fit in to the selective universities in great numbers, Russell Group universities.13 Regardless they are choosing high-status of their university choice they show professional careers. These course preferences for particular courses: subjects also correlate to occupation black and ‘other Asian’ students were clustering which suggests that these most likely to study subjects allied to students base their choices on what medicine (20.5 percent and 20.9 is familiar and established in their percent) while Asian and Chinese social networks. students were most likely to study business and administration studies 11 Department for Education 2012 12 ECU. 2011 (19.4 percent and 20 percent). White 13 Sims 2007 students, on the other hand, did not 14 ECU. 2011 Contents

FACT NO5: MEDICINE IS ONE OF THE TOP » CHOICES OF DEGREE FOR MANY BME YOUNGSTERS, ESPECIALLY BLACK STUDENTS Despite most minority ethnic people being of working age, they have an employment rate much lower than the general population (59 percent and 70 percent respectively). 15 This gap widens further to 16 percent for young people (BME 36.7 percent and 53.3 percent respectively). 16 All major minority ethnic groups have average lower pay than whites – even despite higher rates of educational achievement, university degrees, presence in professional fields and successful businesses. 17 While white groups are FACT NO 6: NEARLY ONE IN spread evenly over distribution of » disposable income, many other FOUR PAKISTANI MEN WORK groups – notably Bangadeshis – are concentrated at the bottom. 18 AS TAXI DRIVERS

Similar to what we see with academic clustered occupations include health study, different ethnic groups cluster and social care with 17 percent of in particular jobs and sectors. While ‘other Asian’ as nurses, 15 percent this doesn’t appear to be the case of Indians as doctors and nurses, and for Caribbean men (transport is the 21 percent of Africans and 13 percent highest with nearly 9 percent), 24 of Caribbeans as care assistants and percent of Pakistani men are taxi nursing auxiliaries. Clustering is less drivers, 17 percent of Chinese men common for Chinese women; are chefs, 10 percent of Indian men however 8 percent are employed as are in Information and Communications waitresses and kitchen assistants and Technology (ICT) and 9 percent of 7 percent as health professionals. 19 African men are security guards. These occupations match up with the 15 ONS. 2011b likelihood of certain groups to be 16 ONS. 2012b 17 Metcalf 2009 self-employed, particularly Pakistani 18 Hugh 2010 men (21 percent). For women the 19 Smeaton et al. 2010 Contents 2012 MULTICULTURAL BRITAIN: BME BRITAIN

BME purchasing power is growing » with their combined disposable income reaching £300 billion in 2010.

HOW THEY SPEND IT BME purchasing power is growing with their combined disposable income reaching £300 billion in 2010. 20 Of course there are stories of incredible success, but the average minority ethnic Briton has less money to spend These examples show that disposable than the average white Briton and income really only tells us where people devotes a greater share of expenditure spend – not why. Suffice it to say that to basic costs. 21 The extent to which there are many ways ethnicity can these consumer patterns are due to influence attitudes and behaviours by, people’s circumstances or values is for example, providing a cultural unclear because of the conspicuous reference for values or a sense of absence of comprehensive market attachment to people or places. In this research. 22 We know that white groups section we match consumer spending spend twice as much as their black with market research to show the hidden counterparts on ‘luxury’ goods and opportunities within different groups. In services, such as restaurants, hotels, some cases we contrast spending with recreation and culture. We can guess groups’ representation in advertising to that this is because black groups have show missed opportunities. Representing a much lower average income than minority ethnic people in a realistic and white groups – or perhaps they have sensitive manner goes a long way prioritised saving for retirement. to improve a brand’s image with these Another example is alcohol: minority groups. 24 groups spend about half as much as white groups on it, have higher rates 20 Malik 2011 of abstinence but similar rates of 21 Hughes 2011 22 Burton 2010 dependence. UK born and affluent 23 Hurcombe et al. 2010 people within groups also tend to 24 Lee et al. 2002; Fletcher 2003; Forehand and drink more. 23 Deshpande 2001; and Burton 2010

Communications and culture Recreation Education and hotels Restaurants Miscellaneous goods and services items Other expenditure All 3.2% 8.8% 2.8% 6.7% 6.8% 12.9%

Other .8% 2.9% 10% 4.5% 7.8% 6.1% 17

Black 4.2% 7.8% 2.3% 5% 6% 21.8%

Asian 3.1% 7.1% 3.4% 5.6% 7.9% 22.3%

Mixed 3.1% 8.4% 1.4% 7.3% 7.2% 26.6%

White .1%

2.6% 10.9% 2.4% 7.6% 6.6% 21 All 9.6% 1.5% 5.3% 14.2% 5.3% 0.8% 12.1%

Other 9.3% 3.9% 1.5% 5.2% 17% 0.7% 12.8%

Black 9.8% 1.4% 5.1% 16.8% 5.5% 0.8% 11.6%

Asian 10% 0.9% 6.4% 12.1% 7% 0.8% 12.4%

Mixed

9.6% 1.6% 5.1% 12.2% 4.4% 0.7% 11.3%

White 9.5% 2.4% 4.6% 12.7% 5.6% 1.1% 12.4% Source: Hugh 2010 Source:

Health services Food and Food Transport non-alcoholic drink non-alcoholic Alcohol and tobacco Alcohol Household goods and per head: by ethnic group, 2004/05-2007/08 per head: by ethnic group, Clothing and footwear Clothing Figure 3: Proportion of household expenditure of household expenditure 3: Proportion Figure Housing, fuel and power

Contents Contents 2012 MULTICULTURAL BRITAIN: BME BRITAIN

FACT NO 7: INDIAN HOUSEHOLDS ARE MOST LIKELY TO OWN MULTIPLE CARS OR VANS, WITH

OWNING AT LEAST ONE Contents

TRANSPORTATION High expenditure on transport may be explained by high rates of car ownership and use of public transport. 28 Two-thirds of BME people own cars – with Indians most likely to own a car above all other groups – translating to 7 percent of all car owners being from a BME group. COMMUNICATIONS & TECHNOLOGY BME groups are at the forefront of The occasional casting of minority digital device take-up, being more actors in motoring commercials could likely to live in homes with multiple give the impression that only white platform access of digital television, people own cars. 29 If minorities aren’t internet and mobile phones. represented visually in a company’s Communications advertising to BME ads, then their attitudes are probably groups is perhaps the biggest missed not either. General marketing that is opportunity as only 3 percent of ‘colourblind’ is likely to miss the mark telecoms, 2 percent of games and in developing brand recognition, consoles and 1 percent of computer reputation and loyalty among black and ads feature a BME actor. 25 Asian groups. Research on product positioning showed that white Britons Their higher proportional spending placed value for money, economical on communications is likely explained concerns and durability at the top by their demographic characteristics. of their list when considering a car. Being younger they’re more receptive British Indians prioritised safety, to new technologies, more likely to appearance and reliability. When asked consider computers essential to studies to assess models that represented and want to communicate with their value for money, Indians considered friends cheaply. Having migrant back- the Ford Ka, BMW and Renault Clio grounds they will want inexpensive as good value for money whereas ways to stay in touch with friends and they considered the Peugeot 206, family or entertainment back ‘home’. Volkswagen Golf and Ford Fiesta This matches their higher likelihood as uneconomical. The white group of having and spending more than surveyed perceived the inverse to all UK adults on mobile phones and be true. 30 The research showed that fixed-line phone services.26 Satellite not only did these two groups place and cable service is also more a higher value on different attributes popular with Indian, Pakistani and but they also interpreted these 25 Clearcast 2010 black groups. 27 As ICT is a popular values differently. And their existing 26 Ofcom 2007 field for Indian men, they’re probably brand perceptions and preferences 27 Ofcom 2008 28 ONS. [no date] better connected to new technology probably had a stronger influence 29 Clearcast 2010 in both the home and at work. than they were willing to admit. 30 Pankhania et al. 2007 4

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All groups, with the exception of » Asians, spent the greatest share of their weekly expenditure on housing, fuel and power

HOUSING Housing tenure varies, with Indians and Pakistanis/Bangladeshis being more likely to own their home and black and ‘other ethnic’ groups more likely to be renters. 31 All groups, with the exception of Asians, spent the greatest share of their weekly expenditure on housing, fuel and power. 32 Asians have the largest households; 50 percent of Bangladeshis and 43 percent of Pakistanis live in households with four or more people.33 A high proportion of these households are also multi-adult, which may indicate a tendency among South Asians for multi-generational families to remain under one roof.34 Lower expenditure on housing costs may then be linked to multi-adult households perhaps also being multi-income. FACT NO 8: HALF OF BANGLADESHIS LIVE IN » HOUSEHOLDS WITH FOUR OR MORE PEOPLE

31 DCLG 2012a 32 Other expenditure includes mortgage interest payments, water charges and council tax. For more see Hughes 2011 33 Platt 2009 34 Markkanen et al. 2008 Contents

FOOD AND DRINK Food and non-alcoholic drink has become a key consumer market, being the third spending priority for mixed, Asian and black groups. ‘Ethnic’ food is a growing market in the UK and accounts for more than half of the market share in Europe. 35 The Authentic Food Company (TAFC) built its Asian ready-meal business in 1985 from a modest £5,000 loan to revenue reaching £50 million this year.36 High street supermarket chains now widely stock diverse products, knowing that people will spend more cuisines in the home. Jamie Oliver in shops that have what they want. – most famous for his attention to traditional English and Mediterranean This growth is not only due to the cuisine – recently celebrated the increased demand from minority multicultural history of British food groups but also from mainstream in his last Channel 4 series. As a consumers. What was ‘exotic’ ten testament to minority influence and years ago has become ‘everyday’ changing tastes, 10 years ago chicken as Britons are eating more Chinese, tikka masala was announced as the Thai and Japanese cuisine and British national dish; this year a poll purchasing more accompaniments shows it has been replaced by the and seasonings to replicate these Chinese stir-fry. 37

FACT NO 9: CHICKEN TIKKA MASALA IS NO LONGER BRITAIN’S » MOST POPULAR DISH; THAT HONOUR GOES TO THE CHINESE

STIR-FRY 35 Datamonitor 2005 36 Mullaney 2012 37 Hills 2012 Contents 2012 MULTICULTURAL BRITAIN: BME BRITAIN

FACT NO 10: BLACK BRITISH WOMEN SPEND SIX » TIMES MORE ON HAIR PRODUCTS THAN THEIR

WHITE COUNTERPARTS likely to relate to white advertising. Research has demonstrated that FASHION AND BEAUTY advertisements leaning to a western Migrants have played a central part beauty ideal of emaciated rather than in British fashion history, from the glamorous models fail to connect to imported skills of the Huguenot silk minority ethnic consumers. 39 Also, the weavers to the influence of the West money spent to target minority ethnic Indian rude boys and design consumers is likely to be pocket innovations of the likes of Hussein change in comparison with the general Chalayan. The V&A devoted an entire spend. 40 Black British women spend exhibition to black Britons’ six times more than their white trendsetting, highlighting their style, counterparts on the hair products innovations and inspiration from that cater to their needs, pointing to Britain and beyond. incredible profit potential. 41 How can such ‘white’ industries be justified In this country all minority ethnic seeing as there is such a high demand groups spend a greater proportion for clothing, appropriate beauty of their money on clothing and products and diverse representation? footwear than whites. Any follower of women’s glossies will remember RECREATION AND CULTURE how Italian Vogue’s ‘black’ edition BME sports stars and musicians are caused such a sell-out sensation that so ubiquitous it is hard to imagine Condé Nast had to reprint 40,000 any area of life more integrated than more copies to meet demand. 38 It is sports and culture. In fact, minority hard to understand how this success ethnic people are more likely than was unexpected as the presence of white groups to mix with people of black and Asian faces on mainstream a different ethnic background in covers, fashion editorials or in print groups, clubs or organisations. 42 True, ads is atypical indeed. their spending behaviour doesn’t reflect their enthusiasm for recreation As cosmopolitans we’d like to think and culture but we know certain that we embrace no singular groups enjoy some sports more. standard of beauty and so there is Weight training and basketball are potential for anyone to relate to more popular among black groups, 38 Mower 2008 fashion and beauty ads as they are. cricket with Pakistanis, Bangladeshis 39 Fletcher 2003 40 Smithers 2007 The reality is that people have and Indians, and self defence/martial 41 Smith 2005 different hair, skin and perceptions arts and badminton with Chinese 42 DCLG 2012b of what is beautiful, and so are less people. 43 The more positive stance 43 Sporting Equals 2010 Contents

BME people had overall to the 2012 Olympics is worth noting, perhaps pointing to excitement about the Games’ internationalism, inclusivity British marketers who neglect minority and media representation of sports businesses run the risk of being edged they are more likely to follow. out by international competitors. Vietnamese nail shops are just one FINANCIAL SERVICES example of migrants using their Financial products and advice has transnational connections to set up been flagged as an area for work as and supply their business chains BME groups are less likely to have without domestic advice and support. 49 savings or use diverse financial products. 44 It’s possible that these WHEN ONE SIZE DOESN’T FIT ALL groups have less money to save or Britain’s minority ethnic groups are that they choose to put their money not like their white counterparts. elsewhere, opting for investment in Writing them off due to their smaller goods like gold and jewellery, other population size ignores the fact that savings arrangements such as pardna they represent an increasing number (partnership schemes), or overseas of tomorrow’s adults. Dismissing investments or remittances. 45 them as hard to reach overlooks that they are more likely to live and study All minority groups are less likely to in certain places and work in certain have a private pension in comparison industries. With differences as broad As to white men and women. Among within groups as between, averaging » minority groups, black women are most the consumer data for individual innovators likely to save in private pensions. 46 minority groups to one large BME The UK experiment with auto- category runs the risk of creating a and enrollment may well replicate the result that is not relevant to any of success in the USA in equalising the individual groups. All of this trendsetters savings and investment behaviour. 47 challenges the rationale for ‘one size Most minority groups are less familiar fits all’ strategies. they are with pensions and so they will be looking for financial advice to To fully understand what groups want understand the effect of policy changes. and why they want it we would need integral to to study different groups’ values, In addition to personal financial attitudes and behaviours. In the United our advice, there is likely to be demand States minority consumers are much for business advice due to minority better understood and they have nation’s groups’ high rate of self-employment been tipped to set trends in the overall and business start-up. Research population. Britain’s minority ethnic success and shows that they are more likely than population is modest by comparison 44 Khan 2010 their white counterparts to have their but has already influenced many 45 Ibid.; McFall 2012; and Vargas-Silva financial applications rejected, which areas of British life. As innovators and 46 EHRC 2011 worthy 47 Barney 2011 is surprising when you think how trendsetters they are integral to our 48 EHRC 2010 of attention. minority small businesses are thriving. 48 nation’s success and worthy of attention. 49 Bagwell 2008

Contents 2012 MULTICULTURAL BRITAIN: BME BRITAIN

Markkanen, S., Clarke, A., Fenton, A., Holmans, A., Monk, S., and Datamonitor. 2005. Insights into Whitehead, C. et al. 2008. ‘Paper Tomorrow’s Ethnic Food and Drinks Five-BME Housing needs and Consumers. aspirations’. Cambridge Centre for http://www.datamonitor.com/ Hills, S. 2012. Vindawho? Chicken Housing and Planning Research Products/Free/Report/ tikka masala knocked off top spot DMCM2363/010DMCM2363.pdf by Chinese stir-fry as Britain’s McFall, Stephanie L. (Ed.) 2012. favourite dish. Daily Mail Understanding Society: Findings DCLG. 2012a. ‘Annex Table 1.4: http://www.dailymail.co.uk/news/ 2012. Colchester: Institute for Social Tenure profile by demographic and article-2089796/Britains-favourite- and Economic Research, University Parkinson, M., Champion, T., Evans, economic characteristics, 2010-11.’ dish-Chicken-tikka-masala- of Essex. R., Simmie, J., Turok, I., Crookston, DCLG Housing Survey knocked-spot-Chinese-stir-fry.html M., Katz, B., Park, A., Berbube, A., Mower, S. 2008. Fashion world Coombes, M., Dorling, D., Glass, N., DCLG. 2012b. ‘Table 2: Proportion Hughes, M. (ed.) 2010. Social Trends stunned by Vogue for black. Hutchings, M., Kearns, A., Martin, of people mixing with others from No. 40–2010 edition. Basingstoke: Observer. (27 July) http://www. R., and Wood, P. 2006. State of the different ethnic or religious Palgrave Macmillan guardian.co.uk/lifeandstyle/2008/ English Cities, vols 1 and 2. London: backgrounds: by location, ethnicity, jul/27/fashion.pressandpublishing Office of the Deputy Prime Minister Scottish Government. ‘Table 5.1 sex and age, 2010-11, England’ Humes, K.R., Jones, N.A., and Population profile by ethnicity, Citizenship Survey Ramirez, R. 2011. Overview of Race Ofcom. 2007. Communications Metcalf, H. 2009. Pay gaps across Scotland 2004-2009.’ and Hispanic Origin: 2010. US Market Special Report: Ethnic the equality strands: a review. http://www.scotland.gov.uk/ Department for Education. 2012. Department of Commerce minority groups and London: EHRC Publications/2010/07/29103916/23. Statistical First Release: GCSE and communications services. Equivalent Attainment by Pupil Hurcombe, R., Bayley, M., and Mullaney, L. 2012. ‘Authentic Food Simpson, Ludi. 2007. ‘Ghettos of the Characteristics in England, 2010/11 Goodman, A. 2010. Ethnicity Ofcom. 2008. Media Literacy Adult: Company invests £2M to meet mind: the empirical behaviour of and alcohol: A review of the UK Report on UK adults from ethnic growing demand for ethnic food.’ indices of segregation and diversity’. ECU. 2011. Equality in higher literature. York: Joseph Rowntree minority groups. Foodmanufacture.co.uk (3 Aug) The Journal of the Royal Statistical education: statistical report 2011 Foundation http://www.foodmanufacture.co.uk/ Society: Series A (Statistics and Part 2: students. London: ECU ONS. [no date]. ‘Census 2001 – Business-News/Authentic-Food- Society) 170(2) 405–424 Khan, O. 2010. Saving Beyond the Standard Tables: Ownership of cars Company-invests-2M-to-meet- CHAPTER ONE REFERENCES EHRC. 2010. London 2012: Good High Street – A Profile of saving or vans by ethnicity, 2001.’ London: growing-demand-for-ethnic-food Sims, J.M. 2007. Not Enough practice guidelines. Procurement patterns among black and minority ONS Understanding? Student Experiences Bagwell, S. 2008. ‘Transnational and employment. London: EHRC ethnic people. London: Runnymede National Statistics. 2006. A guide to with Diversity in UK Universities. Family Networks and Ethnic http://www.equalityhumanrights. Trust ONS. 2011a. ‘Table A09: Economic comparing 1991 and 2001 Census London: Runnymede Trust Minority Business Development: com/uploaded_files/employers/ activity by ethnic group (last updated ethnic group data. The Case Vietnamese Nail Shop in london_2012_good_practice_guide- Lee, C. K-C., Fernandez, N., and February 2011)’ http://www.ons.gov. Smeaton, D., Hudson, M., Radu, D., the UK’. International Journal of lines.pdf Martin, B.A.S. 2002. ‘Using uk/ons/publications/re-reference- Northern Ireland Executive. 2011. and Vowden, K. 2010. The EHRC Entrepreneurial Behaviour and self-referencing to explain the tables.html?edition=tcmpercent ‘Health Minister Edwin Poots today Triennial Review: Developing the Research. 14(6): 377-394 EHRC. 2011. How Fair is Britian? effectiveness of ethnic minority 3A77-222474 highlighted the challenging Employment Evidence Base. Equality, Human Rights and Good models in advertising’. International circumstances faced by some people Manchester: EHRC Human Rights Barney, L. 2011. ‘Auto-enrollment Relations in 2010. The First Triennial Journal of Advertising. 21: 367-379 ONS. 2011b. Table EE1: Estimated from an ethnic minority background Commission an effective savings strategy among Review. London: EHRC resident population by ethnic group when accessing healthcare services all ethnic groups’. Employee Benefit Lievesley, N. 2010. The future and sex, mid-2009 (experimental in Northern Ireland.’ Smith, L. 2005. ‘Big brands lock on to News (13 Oct) Fletcher, D. 2003. Reaching the ageing of the ethnic minority statistics). ‘The ethnic population of http://www.northernireland.gov.uk/ the brown pound.’ Guardian. (19 Aug) http://ebn.benefitnews.com/news/ Ethnic Consumer: A Challenge for population in England and Wales. England and Wales broken down by index/media-centre/news-depart- http://www.guardian.co.uk/ auto-enrollment-401k-race-ethnic- Marketers. London: mediaedge:cia London: Runnymede Trust local authority.’ (18 May). Guardian ments/news-dhssps/news-archive- business/2005/aug/19/raceintheuk. vanguard-2718807-1.html http://www.guardian.co.uk/news/ dhssps-october-2011/news- lifeandhealth Forehand, Mark R. and Deshpande, Malenfant, E.C., Lebel, A., and datablog/2011/may/18ethnic- dhssps12102011-.htm Burton, Dawn. 2010. ‘Ethnicity, Rohit. 2001. ‘What We See Makes Martel, L. 2010. Projections of population-england-wales Smithers, R. 2007. ‘Beauty industry Identity and Marketing: A Critical Us Who We Are: Priming Ethnic the Diversity of the Canadian Pankhania, A., Lee, N., and Hooley, failing minority ethnic women.’ Review’. Journal of Marketing Self-Awareness and Advertising Population, 2006 to 2031. Ottawa: ONS. 2012a. 2011 Census – G. 2007. ‘Within-country ethnic Guardian. (15 Nov) Management. 16(8). 853-877 Response’. Journal of Marketing Minister of Industry. Population and Household differences and product positioning: http://www.guardian.co.uk/uk/2007/ Research. 38(3): 336-348 Estimates for England and Wales, a comparison of the perceptions of nov/15/race.retail CABE. 2010. Community green: Malik, Chloe. 2011. ‘Why are so March 2011. London: ONS two British sub-cultures’. Journal of using local spaces to table inequality Helm, B. 2010. ‘Ethnic Marketing: many companies overlooking the http://www.ons.gov.uk/ Strategic Marketing. 15(2-3): 121-138 Sporting Equals. 2010. BME Sports and improve health. London: CABE McDonalds’s Is Lovin’ It’. Bloomberg UK’s ethnic population?’The Drum onsdcp171778_270487.pdf Participation in Selected Sports. Businessweek (08 July) http://www.thedrum.co.uk Platt, L. 2009. Ethnicity and family. Clearcast. 2010. ‘Analysis of BAME http://www.businessweek. news/2011/04/01/why-are-so- ONS. 2012b. ‘Table 2: Employment Relationships within and between Vargas-Silva, C. 2011. Migrant actors in commercials 2010’. com/magazine/content/10_29/ many-companies-overlooking- of 16-24 year olds by ethnicity – ethnic groups: An Analysis using the Remittances to and from the UK. London: IPA b4187022876832.htm ukrsquos-ethnic-population quarter 4 each year’ Labour Force Survey. London: EHRC Oxford: The Migration Observatory Contents

And so it came to pass: within hours, the ad, part of a $1.5m campaign, was pulled, and the Popchips CEO was Let’s start with a game of Guess the forced to issue a grovelling apology. Date. Read this tale of a marketing blunder, and take a stab at when it The surprise of this story lies not in was made. the theme, but its details: a young actor browning up in 21st century, Hoping to sell more of its crisps, a hyper-diverse west coast America. snack manufacturer ropes in an actor Still, this is simply a recent and rather famous from big and small screen extreme example of a common and makes a series of short ads. One marketing phenomenon. Because shows the (white) star in brown for as long as firms have tried to make-up and an Indian sherwani, acknowledge the presence of ethnic putting on an accent as thick as the minorities, they have been making Hoogly. He is, the gag runs, a Hindi blunders: usually elementary, some- by Aditya Chakrabortty andJessicaSims film producer called Raj; and he’s times big, often damaging. Not just looking for love. in America, but here too.

So, when do you think that advert was HOW ADVERTISERS SLIP UP made? The mid-70s, starring Peter Take the British snack-maker that Sellers? The late 80s, with Jim Davidson? launched its “Spicy Jalfrezi” crisps by plastering sacred Hindu Om symbols Try May 2012. And the actor was all over the packaging. Or the telecoms Ashton Kutcher, in an internet spot for provider that plugged its cheap calls Californian firm Popchip’s chilli to Lahore, Pakistan in a right-wing flavour. “This is the Bombay,” declared Indian newspaper. ‘Raj’, waggling his head from side to side. The video duly went viral – but Presumably none of these companies, not the way its creators had intended. nor their agencies, set out to cause offence; yet each slipped up. The From Twitter to blogs, the criticism – lesson of all this, you might imagine, of the actor, of the manufacturer would be to avoid the entire mine- (“I like Popchips; I probably eat them field altogether. As the IPA Agency once a week,” went a typical complaint. Census shows, staffing in marketing “Well, I used to.”), the creative and advertising remains largely agency, even the PR house – was white; so for people not expert on plenty and fierce. One Indian-origin the subtleties of reaching out to comedian videoed his own slapdown, ethnic minorities, and not mandated attacking Kutcher for “not even being to do so, the best thing to do is to racist correctly”. steer clear altogether. Contents 2012 MULTICULTURAL BRITAIN: MARKETING TO ETHNIC MINORITIES

Well over 12% of all people in England and Wales » are now from ethnic minorities

And that is what many marketers do, not even featuring minorities in their campaigns. For each of the past two years, the British television copy was a satisfying splash in the clearance centre, Clearcast, has been mid-market press and tabloids. As no auditing the appearance of black and less an authority than The Sun put it, minority ethnic (BME) actors in TV “Sounds like good nudes to us”. commercials. The results make dismal reading. More than just numbers, though, Britain’s ethnic minorities are increasing Just over one-in-20 of all ads made in in influence. 2011 featured any ethnic minority actors at all; even while well over one MULTICULTURAL IS MAINSTREAM Part of this is down to population in ten of the population is from an Yet simply blanking out Britain’s density. Already, more than one in ethnic minority. This is a slight drop ethnic minorities is untenable. As the three Londoners are from ethnic from the already-low 2010 proportion. previous chapter makes clear, one minorities. By the end of this decade, Just over In both cases, the chances are that of the strongest demographic trends Leicester’s ethnic minorities will » the Clearcast figure somewhat in post-war Britain is its increasing become its majority population; on one in 20 understates ethnic representation, diversity. Well over 12% of all people course to join it are Slough, Luton since the surveys rely on creative in England and Wales are now from and Birmingham. of all agencies ticking the relevant boxes. ethnic minorities: a significant proportion of the market. But growing influence also comes ads made Precisely what accounts for the year- from the characteristics of Britain’s on-year fall in ethnic representation in While others get it wrong, some of ethnic minorities. They are far commercials is debatable. But one Britain’s biggest businesses are younger and more urban than their in 2011 big factor must surely be the cuts taking notice. Last year, Marks and white counterparts. They’re also much in public-sector advertising and, Spencer launched a Nearly Naked more likely to be early adopters of featured in particular, the winding-up of the range of flesh-tone bras. Except, the latest phones and technology. Government’s marketing hub, the rather than adopt a traditional one- They’re the ones you can rely on to any ethnic Central Office of Information (COI), colour-suits-all approach, the bras be first with that shiny new gadget, one of the most ethnically-aware of came in four shades to match a range and whose recommendations can minority all marketers. When it came to using of skin tones. The colours were make or break a product. ethnic-minority actors, Government chosen after scanning 1,000 customers, actors advertising was among the best of all and marrying up its research to To put this a different way: marketers in 2010; last year, it was near the official ethnicity data. For a very too often see ethnic minorities as at all bottom of the pile. PR-savvy retailer, one major result niche markets they chase for niche Just over one in 20 of all ads made in 2011 featured any ethnic minority actors at all Contents

That’s a lesson McDonald’s has already learned. “The ethnic consumer tends to set trends,” McDonald’s U.S. chief marketing officer, Neil Golden, told Businessweek in 2010. “So they help set the tone for how we enter the marketplace.” For that reason, the products; but it may well be that in fast-food chain uses a disproportion- some cases ethnic minorities are ate number of minorities in its market among the best ways of influencing research for new dishes and menus the mainstream. – and in its general campaigns.

Here are two tales of ethnic-minority Compare that story to this one, from influence; one capitalised on by the UK. Cars are one of those areas marketing consultancy, Mediareach, marketers, the other still to be of British TV advertising where – the remembers being told by the PR recognised. odd va-va-voom aside – ethnic-minority team for Mercedes-Benz: “We Quote from Neil Golden actors don’t get much of a look in. struggle to pronounce the names Chief Marketing Officer, McDonald’s U.S. The first is from the US, where brewers Yet British South Asians are far and of 85% of the people who buy our are increasingly reliant on African- away the single most influential ethnic cars!” Yet the campaign featuring a Americans and Hispanics to drive group of all motorists. This finding South Asian family in a flash new The ethnic growth. But where in the past beer comes from a fascinating body of German car is a long way from hitting » companies would have targeted marketing research (of which more our screens. consumer those ethnic groups separately, more later) done by Omnicom Media and more they use their niche Group Ethnic and Komli Research. BEYOND GENERALISATIONS tends to campaigns in general marketing. Surprised by that finding about cars? One of Coors Light’s most successful To find out who the real influencers You should be. After all, it’s from set trends mass-market adverts was originally were, researchers looked at three research of precisely the sort that has dreamed up specifically for blacks, different factors: who was been sorely lacking; the kind that looks so they and showed veteran rapper Ice Cube knowledgeable about cars, who at ethnic minorities as 3D people, debating with a bottle of Coors Light was likely to convince others about who also shop. over which of them was colder. For its cars and who regularly posted online help set part, Budweiser marked Labor Day reviews. Where those categories Up until now many studies of ethnic weekend this year with a music overlapped was the influencer minorities have treated them instead the tone festival headlined by another hip hop territory and the study found that as parts of a problem: to be better mogul, Jay-Z, and featuring a range South Asians featured much more integrated or made more successful. for how of R&B and Latin acts. This is a big step prominently than their white British This is not to say that issues of social for a beer more used to sponsoring counterparts. and economic integration don’t exist we enter country music concerts. But the among Britain’s ethnic minorities; they influence and sheer size of Hispanic The level of ethnic-minority interest in clearly do. But there are many other the and African-American consumers is cars is well known in some parts of stories that could and should be told too big for either Anheuser-Busch or the car industry. Saad Saraf, founder about these communities. The fact they marketplace MillerCoors to ignore. of Britain’s first ethnic-minority aren’t is at least partly down to the Contents 2012 MULTICULTURAL BRITAIN: MARKETING TO ETHNIC MINORITIES

lack of data, both in demographics and marketing, to back up personal experience. A point often made by those who work in ethnic media is that their audience is understated by the RAJAR and BARB measures.

Talk of a brown pound has at least raised awareness that ethnic minorities do have different spending Even in less rarefied parts of the retail patterns and consumer needs from sector, ethnic minorities are making their white counterparts. But the term their presence felt. After discount- obscures more than it clarifies: going fashion chain TK Maxx realised that by statistics, an Afro-Caribbean-origin over one-in-five customers in many youngster is likely to have a very of its stores were Asian, Manish Tiwari different experience in education, led a project to capitalise on that. The the jobs market and their career than solution from his consultancy, Here & an Asian-origin Briton. And recent MYTH NO 1: ETHNIC MINORITIES Now 365, was to design a range of immigrants from accession Europe will DON’T SPEND gift cards to tie in with the Hindu spend their money very differently. It It’s certainly true that ethnic minorities festival of Diwali. “They were a lot It simply would be far more truthful to talk of overall don’t earn as much on average cooler, more avant-garde than your » different ethnic pounds. as their white British counterparts. average gift card,” recalls Tiwari. is not the But aggregates cover many of the Trialled in some of TK Maxx’s shops, This observation, and many others most interesting parts of the picture. the effect was dramatic, with gift card case that beside, are likely to be confirmed The average British Indian man, for sales in its Tottenham Court Road by the 2011 ONS Census. But the instance, is now on a higher income branch up around 40% on the same advertisers single-biggest extrapolation that will than his white British counterpart. period the year before. probably be drawn is just how large And according to Starfish Research, can catch and various Britain’s ethnic BME consumers are three times more MYTH NO 2: ETHNIC MINORITIES communities now are. That is likely likely to own a BMW than the wider BEHAVE THE SAME AS WHITES to surprise many marketing and population; and twice as likely to One simplistic view of multiculturalism ethnic media professionals. own a Mercedes-Benz. has it that, as new communities settle in Britain, they assimilate more and minorities But it will take a while before those Minority groups can be significant more – until they become findings are published, and even consumers for other luxury brands, indistinguishable from their white through the longer before they are taken on points out Mediareach’s Saad Saraf. counterparts. That isn’t true of BME board. So to end, with the help of A couple of years ago, he helped groups, either in the media they same advertising practitioners from the organise the launch event for a new consume or their other behaviour. IPA’s Ethnic Diversity Forum, here are range of crystals from Swarovski, channels three myths about Britain’s ethnic designed specifically to be worn with It simply is not the case that advertisers minorities, why they’re wrong and the abbaya cloaks worn by Middle can catch ethnic minorities through as whites how to correct for them. Eastern women. the same channels as whites. Online Contents

panel surveys carried out by Omnicom Media Group (OMG) Ethnic show that only 18% of ethnic minorities in Britain watch only mainstream television. That is almost matched by the 16% that will only ever put on ethnic programming; in between is 60% of ethnic minorities who switch on both mainstream and ethnic minority stations. According to Debarshi Pandit, head of OMG Ethnic, MYTH NO 3: ETHNIC MINORITIES ARE a good chunk of that 60% are TOO HARD TO TARGET second-or-third-generation ethnic So there are lots of ethnic minorities, with minorities who are well integrated many differences between them. Some into British society but still want a link communications specialists might think to their ‘own’ culture: “If they’re this tangle of subtleties and nuances is a raising children, they might want them sure recipe for the kind of disaster that to pick up their mother tongue”. befell Ashton Kutcher and Popchips. Best to leave the minefield alone. This point applies more generally to the way ethnic minorities assert their Nonsense, says CultureCom’s Sanjay cultural values, says Sanjay Shabi at Shabi: “There’s a lot of low-hanging fruit CultureCom, MediaCom’s ethnic- to be picked, with relatively cheap, The media arm. “If you’re an Asian, you well-targeted campaigns.” He gives » can be just like anyone else at the two examples. First, if you want to sell average office; go to the pub; have an Italian,” nicotine patches, you might bear in he says, “but when you go round mind that Bangladeshis are among the British your parent’s house, you eat samosas heaviest smokers of all ethnic groups; and Indian sweets, you watch Hindi are concentrated in a relatively small Indian man films and talk in your mother tongue. part of east London and are often far Marketers are making a big mistake if more comfortable in Bengali than is now they don’t understand that both types English: “Imagine how effective a drive of behaviour are who you are”. for nicotine patches might be if directed at that community.” on a higher That cultural difference and richness manifests itself in any number of People carriers, his second example, can income different consumer patterns. OMG’s be difficult to sell in double-dip Britain. Pandit has worked with John Lewis to But Shabi points out that here too a than his tap into the South Asian tradition of well-targeted campaign could be very large and lavish weddings. Julian useful: “British Indians have large white Douglas, deputy managing director families, are cash rich and often engaged of creative agency VCCP, notes how in entrepreneurial activity, which makes British black women spend up to six times them an ideal market for a large vehicle more on haircare than their white that can carry either a fair few people or counterpart counterparts. lots of goods.”

Contents

While the previous chapters have given an overview of the BME population, where they spend money and how to market to them, this chapter will provide practical information on how to reach these groups.

Despite turbulent economic conditions in recent times, ethnic media has still managed to retain its foothold and, in some respects, has grown and on the playgrounds of London’s expanded. Generally speaking though, schools, and ethnic media is developing Despite ethnic media has yet to make regular, at such a rate that this wide range of » consistent inroads into mainstream communities continue to witness an turbulent marketing plans. increase in the number of media consumption opportunities, from economic Whilst this chapter touches briefly newsletters right through to DAB-based upon the UK’s media for Far Eastern 24-hour radio stations and dedicated conditions communities, for practical reasons the satellite television channels. emphasis is on media serving the in recent main ethnic groups, namely Asians The ongoing maturing process within and African Caribbeans, as collectively the UK’s more ingrained ethnic they make up about three quarters of communities, namely Asian and African times, the UK’s ethnic population. It is Caribbean, is resulting in splintering however important to recognise and media choice. By and large, marketers ethnic media be aware of the extent of the UK’s of ethnic products still take an ‘all diversity which will become even eggs in one basket’ approach to their has still more evident on release of the hotly audience by providing content that anticipated Census data which will appeals to a broad demographic managed continue to roll out in waves through- spread, but various media and spin-off out 2012 and into 2013. The Office for brands continue to evolve, catering to retain its National Statistics has reported that specifically to different generations over 300 languages are being spoken and topics of interest. foothold

by Sanjay Shabi, Head of CultureCom and a member of the IPA Ethnic Diversity Forum

, the ,

Daily Jang CENTRALISATION OF MEDIA SALES CENTRALISATION certain media counter this pressure, To and Ethnic Multicultural like owners who alongside Media Sales (MEMS), of the two Zierler Media (ZMTV) are representing main sales networks broadened have TV channels, ethnic their spectrum of representation. handles sales for not only MEMS now but TV channels, dozen ethnic three 400 titles and over also a dozen press sampling whilst arranging websites opportunities at Melas (outdoor carnivals and Asians), for festivals Subscription services, evenings. awards competitions and promotions, retail other offerings placements are product provide. they synonymous chiefly Jang Group, The with publishing the UK’s leading Pakistani, Urdu-based Urdu-based leading Pakistani, UK’s on its has long traded newspaper, other assets comprising the highly TV channels. polished Geo portfolio of Asian (AMG) and Asian Media Group also Business Publications have or at least become even expanded about their diverse vocal more portfolio of opportunities which of them includes an array between and one-off print products regular publishing events, online, specials, awards, services, and website This marketing. and direct directories strong puts such sales houses in a very point a central by providing position, fully which a centralised, through multi and cross-media integrated, channel solution can be achieved.

Sing Tao

are still the leading are branded newspaper for for newspaper branded China Daily European China Daily European has appeared, winning Launch has appeared,

Epoch Times and of the Year at the 2011 Association at the 2011 Year of the (ACE) Executives of Circulation International Awards. and run by China paper is backed The 20 print Daily Holdings which has over including editions of their publications, ORIENTAL MEDIA GROWS ORIENTAL and resultant digital switchover The satellite services, of more uptake which continue to flourish within ethnic has led to the number of groups, is This TV channels increasing. ethnic for the Chinese community, true even which accounts for approximately total population; 0.8% of the UK’s TV, while Phoenix Chinese media serving the Chinese community, Limited (TVB) Broadcasts Television has launched four channels catering drama premium children, for news, the business- Similarly, and lifestyle. orientated Weekly China Daily Europe, US, the Chinese mainland, well as Kong, and Hong Asia Pacific as other China Domestic regional Television publications. Japan Satellite the for available (JSTV) is also newly affluent Japanese community.UK’s In recessionary ongoing however, print, in some closures has resulted pressure a wholesale switch cases, in a few and, to counter the to online-only products ever-rising costs associated with fixed distribution and paper prices.

Over 300Over languages being are spoken on the playgrounds of London’s schools »

Contents Contents 2012 MULTICULTURAL BRITAIN: THE ETHNIC MEDIA LANDSCAPE

Rich Visions, an ethnic consultancy specialising in black audiences, are also on the verge of launching their own bespoke ethnic media targeting platform, claiming to reach up to 3 million people of ethnic persuasion. Local grocery shops selling imported EASTERN EUROPEANS HERE TO STAY Eastern European groceries are hotbeds The influx of Eastern Europeans has for this audience to gravitate towards continued. Where before, 70% of the and receive media, whether they are migrating inflow were Polish, which simply flyers, posters or other in-store reached a record high in 2010, an distributed methods of communication. DIGITAL, RESEARCH AND increasing proportion originate from The UK-specific launch ofHalo TV ACCOUNTABILITY Lithuania and Slovakia, and to lesser magazine is one exception, as TV As in mainstream markets, online is degrees from Romania and Bulgaria. viewing is a major facet of Polish life. becoming increasingly enriched by One third of a million flowed in from ethnic media. In South Asian circles, former Eastern Bloc countries between LIGHTS, CAMERA, ACTION! Indoor Media remains a convenient, 2008 and 2011; yet during this period, The mainstream cinema sales houses centralised sales function, offering just under 150,000 left. with their Bollywood film packages agencies an easy, one-stop shop for are gaining burgeoning traction into a plethora of ethnic web portals. Fortis Media, the UK’s leading Polish mainstream multiplexes with some publishing house, has consolidated its Indian produced movies even The on-going issue over lack of position by offering events such as reaching the UK’s Box Office Top 10! research and accountability continues It is not seminars, job fairs and business forums. Companies such as Eros International, to detract from the value of ethnic » Even though the numbers of Eastern the world’s leading distributor of media and marketing. There is unusual for Europeans continue to grow in the UK, South Asian film and entertainment, evidence to suggest that more print the number of media supporting them now offer video on demand, much titles are receiving accreditation from Polish has reached a plateau, suggesting that in the same way as Love Film or any the Audit Bureau of Circulations (ABC) there is some truth behind what the other video streaming operation. for independent verification of copy households Smith Institute has termed ‘super Even the likes of Love Film are offering sales, although none, due to relatively diversity’ – where migrant workers a comprehensive selection of low circulations, are able to qualify bring their ‘local’ media over with Bollywood movies for purchase and for inclusion on the eponymous to install them. For instance, it is not unusual for viewing. Nollywood, the moniker for National Readership Survey (NRS), the Polish households to install their own Nigeria’s film industry, is now the quantitative readership study used by their own satellite dishes independent of Sky to world’s second largest producer of all prominent agencies when planning receive Polsat, which broadcasts 20 movies, ahead of Hollywood but still print media. In additional, more ethnic satellite Polish TV channels and six radio trailing behind India’s film industry. TV channels are being monitored on stations. Similarly, home grown Polish The vast majority of Nollywood films the Broadcasters’ Audience Research dishes print media can be subscribed to and are produced for straight-to-home Board (BARB), the industry platform the easy global capability of digital media like DVDs, meaning many of for measuring audience volumes. to receive enables such communities to traverse them cannot be accounted for via Even so, there are still relatively few regions without losing online access cinema tickets sales, exacerbated by instances of this, and so the industry Polsat to local news and areas of interest. the proliferation of video piracy. continues to struggle in this respect.

It is not unusual for Polish households to install their own satellite dishes to receive Polsat Contents

1. ASIAN MEDIA Television There are about a third more TV In addition, independent desktop channels serving this audience since research such as NRS, BARB and Radio the last IPA report. Much of this growth Joint Audience Research (RAJAR) has come about from free-to-air work off ethnic sample sizes woefully platforms, and some originally short of the national average despite subscriber-only channels switching to recent attempts by BARB to rebalance free-to-air too. this. With the endemic need for such research providers to approach Airtime can be bought directly from potential sample candidates via these channels. MEMS and ZMTV are randomly sourcing and to success- the two sales houses that sell the fully recruit ethnic respondents who airtime for most of them. They are are willing to participate in such efficient ways of accessing such Outside the list at the end of this surveys, the industry is left with channels, each controlling roughly half chapter, there is an assortment of unreliable data that is far from robust. the market, and each representing an other channels but their frequency equally strong combination of paid-for can be irregular, they may have To circumvent this, some better and free-to-air channels. specialised themes and are often resourced media owners like ZMTV, of a lower quality. MEMS and Indoor Media have While most channels are focused on conducted their own in-depth research, importing content from the Indian Lack of BARB data prevents revealing insights about ethnic sub-continent, there are increasing examination of audience levels for audiences, media consumption instances of channels investing in the vast majority, and where they patterns and, where possible, products UK-originated content. Sunrise TV, Brit are included, low sample sizes do and services too. MEMS’ recent UK Asian TV, DM and Channel S are worthy not give an accurate and fair Ethnic Survey is just one example of examples that provide quite distinct portrayal of viewing levels. There There are this. The work and contributions of all itineraries and approaches. are about 60 main channels » three have been excellent and deeply (see page 31). increasing informative, especially Indoor Media Some of the larger, more established whose findings are directly attributed operations are recognising the need to Radio from their own digital learning and cater for younger audiences too. Ethnic In addition to those that are already instances experiences. After all, used correctly, TV has generally been driven by classic, transmitted via FM and AM, there digital is commonly accepted as the first generation audiences, but as they continue to be a burgeoning of channels most accountable and transparent peter out subsequent generations number of national Asian radio media channel. need to be considered to ensure stations available either on DAB or investing broadcasting momentum. Spin-off transmitted via Sky satellite. A simple The following is a brief summary of channels like Zee Café and Star Life OK scan across the radio channels in UK the main media currently available for fulfil this to some extent, as well as available on Sky illustrates the sheer the UK’s larger ethnic communities, newer start-ups like Zing. Colours is one choice currently available, with originated namely Asian and African-Caribbean. of the bigger launches of late, a direct some stations aimed squarely at Full media lists can be found at the import from India, where it is one of the areas like religious programming, content end of this chapter. most popular stations in its home nation. Bhangra, vintage Asian music, chat

Contents 2012 MULTICULTURAL BRITAIN: THE ETHNIC MEDIA LANDSCAPE

funding cuts to the tune of 50% over a five year period. This will impact mostly on its regional divisions, albeit ironically, as the latest RAJAR data shows, and news and current affairs. indicates a positive revival in listening A number are reported on RAJAR figures. but, as with BARB, suffer from disproportionately low ethnic sample Sunrise Radio Group continues to be sizes preventing the generation of a powerhouse in this sector but, again, robust audience data. A list of the the latest RAJAR data is showing main radio stations can be found on declining consumption. This is perhaps One of the biggest print developments page 32. due to Sky boxes acting as the has been the Q1 2012 relaunch of funnelling gateway for both TV and Eastern Eye. In the wake of Ethnic Panjab Radio continues to require radio consumption and the greater Media Group’s demise, from which particular attention. Solely on DAB choice they provide beyond AM and Asian Media and Marketing Group and Sky Digital, it has made major FM frequencies, the advent of DAB, (AMG) acquired Eastern Eye, AMG inroads and appears to be stealing and Sunrise itself not responding used this well-liked brand as an share of listening from its rivals. Some quickly enough to audiences beyond opportunity to refresh its offering, The BBC’s speculate that Club Asia’s collapse, its core first generation listening base. making it even more relevant and » which was deemed its direct rival, appealing to today’s British Asian dedicated may in part be attributed to Panjab Press community. Radio’s success. This sector is still hampered by a lack Asian of transparency and independently MEMS now represents 11 Asian print Regionally, the list includes Radio audited circulation data. Desktop products spanning Asian female programming XL (Birmingham), Sabras Sound research like the National Readership glossies, Bollywood, trade and (Leicester) and Asian Sound Survey (NRS) and the Target Group business titles, along with headline is likely to (Manchester). The Radio Authority Index (TGI) do not measure their papers representing Gujarati, Urdu also occasionally grants RSL licenses readerships and, even if they did, and general interest Indian press. experience during key festival periods for local sample sizes remain questionable. Asian stations, which are either It is also interesting to note how ongoing offshoots from the existing radio Almost regardless of economic certain publications are embracing stations or run independently. conditions, the sector has seen some digital ahead of others. Asian Lite now new launches. The launch of titles such offers a full digital conversion of its funding cuts In addition to its Asian Network, the as Bollywood Post and Bollywood sister paper product with interactive BBC also provides dedicated Asian Glitz makes sense considering the flip-over pages sent free and regularly to the tune programming across the regions, escalating interest in Bollywood to your inbox in an easy to access and with many of the regional stations movies and related subject matter. read format. Others, like Confluence, of 50% over having their own Asian programming Ikonz, which valiantly mimicked the which has a modest community services. However, as part of its blueprint for OK! and Heat magazine, following in London with little ad a five year consultation on cutbacks heralded a closed perhaps because it wasn’t support, has reverted to a PDF-only couple of years ago, this part of the sufficiently Asian film based in its substitute, solely and understandably period BBC is likely to experience ongoing celebrity coverage. for cost reasons. Contents

equivalent of any mainstream aggregated ad sales network, offering beyond the banner/engagement Unfortunately, Asian Enterprise and methods, mobile, social and video on Asian Journal both closed in the past demand. They give a much needed 12-24 months even though, anecdotally, shot in the arm for ethnic media and both were well respected and received, marketing by providing transparency, producing good quality editions. measurability and accountability in Asian Enterprise’s launch in 2008 was proving effectiveness. They are unforeseeably ill-timed, acting as a Comscore rated, ABC audited (using credible platform to showcase Asian third party ad serving technology) business achievements when the UK and industry compliant; and endorsing was experiencing acute recessionary EU cookie laws and offering ‘brand safe’ pressures. On the other hand, Business environments reassures advertisers of Asia, modelling itself almost as a pink their high hygiene levels. United Business Media’s Asian tabloid version of the Financial Times, Awards, now approaching its third Events There are has now occupied this market gap. year, has provided a magnificent » These can take the form of large scale showpiece platform to celebrate A list of the main, credible titles events attracting large crowds in Asian success in the UK, attracting the countless currently in circulation can be found salubrious locations, with London’s support of a star studded array of on page 32, and are a blend of Olympia, Birmingham’s NEC and The luminaries. Sachin Tendulkar ethnic magazines and newsprint titles with O2 in Greenwich proving to be (commonly regarded as one of the daily or weekly frequency. popular venues. Some are held best cricketing batsmen of all time), minority outdoors in local parks and are called Amitabh Bachen (one of Bollywood’s Websites ‘Melas’ which in Hindi stands broadly greatest actors and now one of its communities Indoor Media are the central sales for gathering. posthumous statesmen) and Vijay house for the majority of established Mallya (Force India’s Formula One which have websites targeting this community. Many of these events take place over Team boss and business proprietor) They represent news portals like Times the course of a few days, attracting are examples of the calibre of media of India (the world’s most-read English tens of thousands. Usually, these are individuals involved. based newspaper), networking voice large family events providing a blend boxes and cultural lifestyle sites, as of live music and dance performances; AMG’s annual Asian Business Awards targeting well as matrimonial/dating and job guest appearances from Bollywood is a more overtly business-focused recruitment websites, to name but a stars and other famous personalities; event but both awards are great ways them, both few. In total, Indoor Media now look retail stalls; fashion, food and drink to access and engage with this after the interests of 1,200 websites. exhibitions; and are excellent for lucrative audience via various in their advertiser sampling opportunities. sponsorship packages. Esteemed In October 2010, Indoor Media were brands associating themselves with mother acquired by Komli Media, who are the There has also been rising interest such events have included Lloyds TSB, second largest digital media solution in events serving the Asian affluent Lebara, Grant Thornton, HSBC, Chivas, tongue and platform in South East Asia with 16 business community on the basis Audemars Piguet, Smythson and offices worldwide. As a result, Indoor’s of their relative success and higher Meridian. A selection of the main in English offering has matured vastly and is the propensity to be entrepreneurs. events are listed on page 32. Contents 2012 MULTICULTURAL BRITAIN: THE ETHNIC MEDIA LANDSCAPE

2. BLACK MEDIA Compared to Asian media, there are fewer media serving this community. This is largely because the black established newspaper serving this population is smaller overall, and the segment, has responded positively lower volume of opportunity has a by offering its readers a professionally direct impact on the size and scale produced, daily email newsletter of the media landscape. Asian providing the latest news and communities also seem to have more commentary. distinct cultural lifestyles compared to the mainstream white population The main titles are listed on page 32. whereas, to some extent, the black community has integrated more, CLOSING THOUGHT especially when it comes to language, This is by no means an exhaustive more commonly using English. examination of the media available for targeting these communities as Encompassing Africans and African there is a plethora of other channels Caribbeans, black media has available; many are quite niche and remained steady with little change. may require investigation and What we Overall, this is possibly due to lower consideration depending on the » cultural and social pressures on these objectives to hand. Similarly, there are must not communities. The main television countless other ethnic minority channels and radio stations are listed communities which also have media lose sight of on page 32. As with the main Asian targeting them, both in their mother channels, ZMTV and MEMS are the main tongue and in English; and again for is how contact points for the TV channels. different demographic groups.

the UK’s Press What we must not lose sight of is Ethnic Media Group (EMG) went into how the UK’s ethnic populations are administration around two years ago, continuing to flourish and expand. ethnic and while Eastern Eye found a happy Across all generations, there is still home at AMG, there was much a fundamental appetite to consume populations speculation about the future of EMG’s and embrace media that recognises other main title, New Nation, aimed at their unique cultural differences and are African Caribbeans. Sadly, this has not dials into their personal, cultural transpired although, following its perspectives. Ethnic media is borne continuing departure, The Weekly World was out of culturally different groups launched by a former Commercial hungry for media content that to flourish Head at The Voice and is being driven converses with them from their own digitally. After approximately 30 years point of view, and that in itself points and expand in publishing, The Voice, the most towards ethnic media striving forward. What we must not lose sight of is how the UK’s ethnic populations are continuing to flourish and expand Contents

MAIN MEDIA FOR THE UK’S LARGER ETHNIC COMMUNITIES

ASIAN MEDIA Television channels:

9X General entertainment 9XM Music Aag Youth programming, sister channel to Geo Aaj Talk Current affairs and news Aastha TV Yoga and self-help Ary Digital Pakistani general entertainment ARY News Pakistani news ARY One World Current affairs and news based ARY QTV Islamic community ATN Bangla Bangladeshi general entertainment Entries struck through denote closures, those in orange indicate new entrants since the last IPA report in 2010 B4U Movies Bollywood films B4U Music Music Bangla TV Bangladeshi general entertainment BritAsian TV Bhangra and Asian urban music Channel i Bangladeshi general entertainment SAB Comedy, drama and movies Channel S Bangladeshi UK based entertainment Sahara One General entertainment Channel 9 Bangladeshi UK based entertainment Sikh Channel Sikh faith based CiTV Bangladeshi general entertainment Sirasa TV Tamil general entertainment Colours General Indian entertainment Sony Ents TV General entertainment Deepam TV Sri Lankan general interest Sony MAX Film, events and Bollywood DM British Pakistani entertainment (North England) South For You Tamil general entertainment Ekushey TV Bangladeshi general entertainment Star Gold Movies Geo Pakistani general entertainment Star Life OK General entertainment aimed at younger viewers Geo News Pakistani current affairs and news Star News Current affairs and news Imagine Dil Se General entertainment Star One General entertainment for younger viewers Islam Channel News for UK Muslims Star Plus General entertainment and popular soaps MATV Channel 6 General entertainment (East Midlands) Sunrise TV General entertainment, UK based content MATV National General entertainment Takbeer/Dawn Pakistani news channel mta–muslim tv Islamic lifestyle UMMAH Channel Islamic lifestyle and education Music India Music Venus TV General entertainment, regional languages NOOR TV Islamic entertainment Wedding Asia Asian weddings based NTV Bangladeshi general entertainment Zee Cafe Sports and current affairs for Indian males PrimeTV Pakistani general entertainment Zee Cinema Films PTV Global Pakistani general entertainment Zee Muzic Music PTV Prime Pakistani general entertainment Zee Punjabi Punjabi general entertainment QTV Religious progamming for Muslims Zee TV General entertainment Raj TV Asian general entertainment Zing British Asian entertainment for younger viewers Contents 2012 MULTICULTURAL BRITAIN: THE ETHNIC MEDIA LANDSCAPE

General interest and news Asian Age Asian Leader BLACK MEDIA Radio stations: Asian Lite BBC Asian Network Asian Voice Television: Club Asia Eastern Eye AIT Nigerian based general entertainment Panjab Radio India Today BEN General entertainment Spectrum Radio Indian Post FAITH Gospel entertainment for African Caribbeans (Not just Asian, catering in total for 22 different Hi-TV General entertainment languages. Smaller ones Gujarati Nollywood Nigerian based movies attracting very local Garavi Gujarat OBE TV Ghanaian general entertainment interest continue to pop Gujarat Samachar OHTV General entertainment for African Caribbeans up, like Hayes FM in West London, which has a high concentration of South Muslim Radio: Asians.) Emel Choice FM Urban, Rap Reggae, Soul/R&B Sunrise Radio Group Muslim News Kiss FM House and Dance Muslim Post Premier Press: Muslim Weekly Christian Radio Religious Bangladeshi Sisters Spectrum Radio Ghanaian programming Bangla Post The Voice of East End Life Pakistani Africa London based community format Janomot Daily Ausaf Notun Din Nawai Jang Press: Potrika Pakistan Post Newspapers Surma The Daily Jang African Voice The Nation Nigerian Watch Bollywood and film UK Time The Afro News Bollywood Glitz The Gleaner Bollywood Post Punjabi Events: The Trumpet Cineblitz Des Pardes Aastha TV yoga events The Voice Ikonz Sikh Times and merchandise The Weekly World Movie (online only) Asian Awards Asian Business Awards Women’s Glossies Business titles Sri Lankan Asiana/Asian Woman Aspire Asian Enterprise Newslanka Wedding shows Pride Asian Trader UK Lanka Times Local Melas Business Asia Sunrise Radio Lifestyle Urban Music and Youth Curry Life Women’s Glossies Show Knowledge Masala Asiana Zee Bollywood Oscars RWD Tandoori Asian Woman Zee Carnival Young Voices (online only) Contents

GLOSSARY ABC Audit Bureau of Circulations AMG Asian Media and Marketing Group BARB Broadcasters’ Audience Research Board BME Black and minority ethnic DAB Digital Audio Broadcasting EMG Ethnic Media Group IPA AGENCY CENSUS JSTV Japanese Satellite Television The IPA began to gather information on its members’ ethnic MEMS Multicultural and Ethnic Media Sales makeup in 2002. The figures are: NRS National Readership Survey RAJAR Radio Joint Audience Research 2011 9.4% TGI Target Group Index 2010 10% TVB Television Broadcasts Limited 2009 8.9% ZMTV Zierler Media 2008 8.4% 2007 7.3% 2006 7.3% CLEARCAST CALCULATION 2005 6.9% Clearcast calculation of BAME representation in commercials (2011): 2004 5.1% 2003 8.5% This second set of data from Clearcast for the IPA is based on a 2002 4.3% (first-year reporting) sample of 33,944 clocked commercials.

5.1% (1,729) have BAME actors compared to 5.3% in 2010 FURTHER READING 4.3% have featured BAME actors compared to 4.7% in 2010 IPA. 2010. The Future of Work: An IPA member agency perspective 2.0% have walk-on BAME actors compared to 2.1% in 2010 in association with Working Families. London: IPA. http://www.ipa.co.uk/Document/Future-of-Work The significant product categories are: household equipment, online retail, business and industrial, entertainment, media and alcohol. IPA. 2012. IPA Agency Census 2011. London: IPA. http://www.ipa.co.uk/Page/IPA-Agency-Census Government advertising has plummeted after its budget cuts. It previously indexed above 100 for BAME actors in 2010. IPA. 2010. The marketing opportunities for advertisers and agencies in today’s multi-cultural Britain: An interim report by Clearcast say their figures are likely to underestimate the number of the Ethnic Diversity Forum. London: IPA. commercials with BAME actors due to how it gathers this information http://www.ipa.co.uk/Document/The-marketing-opportunities- which is voluntary. for-advertisers-and-agencies-in-multi-cultural-Britain-an-IPA-report Contents

Design Morrison Dalley

2012 Multicultural Britain bit.ly/IPALinkedIn flickr.com/theIPA youtube.com/theIPA facebook.com/theIPA @ IPAScotland @ IPA_Updates +44 (0)20 7235 7020 www.ipa.co.uk London SW1X 8QS 44 Belgrave Square IPA October 2012 £25 for non-members Free for IPA members PDF: £50 for non-members £25 for IPA members Hard copy: