If diversity is the future, why are companies ignoring it?

This paper argues that UK marketers need to stop thinking about diversity in terms of how specific groups could be targeted for niche marketing or as a distracting cause of fragmentation of budgets and execution and start thinking of diversity as central to mainstream marketing strategy.

If diversity is the future, why are companies ignoring it?

Kate WilsonCulture Watch

Companies must wake up to the opportunities presented by marketing more intelligently and inclusively to Britain's increasingly diverse cultural make-up. Here Kate Wilson outlines how companies can take a fresh approach to cultural diversity.

Reporting on the publication of the 2011 UK Census data, the BBC announced: "Diversity is the future of Britain." This statement is supported by both factual and anecdotal evidence in the media on an almost daily basis.

  • The 2011 Census data, released in December 2012, showed how rapidly the population of the...

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