We are a notoriously elusive market who are more aware of advertising than ever before. We are tech savvy and connected to social media making it easier than ever to reach us. We are however subjected to more noise and clutter so learn to filter effectively.
We want to be informed, not interrupted, and want ads to be useful and entertaining. We need brands to connect with us emotionally, and to understand who we really are.
We account for 14% of the UK population. We have a purchasing power of more than £300bn. We are a younger marketplace with 80% under 25 years. We are a growing population that is estimated to be a third of the UK population by 2050.
We believe that true inclusivity is about understanding the different needs of our varied communities. Generation, age, language, location, and country of origin are all significant variables that determine just how much we divert from mainstream culture.
Our family home provides a cultural centre which protects our traditions to be passed on to generations. We adopt western culture when relevant, as part of a conscious process. We enjoy seeing advertising that is aligned with our family’s cultural habits including special offers that keep in theme with religious festivals or occasions.