If diversity is the future, why are companies ignoring it?
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 UK has changed in the past decade — with 7.5 million people (13% of the population) born overseas and dramatic changes taking place in the make-up of the population. Over 60% of children born in London have one or both parents who were born abroad – and one in four for the country as a whole.
- In the past, minority populations were concentrated in London, but are now more diffused, with dramatic growth rates in towns where ethnic minority groups have increased by 90%. As The Economist noted: "The rest of the country is looking more like London: less white and more diverse."
- During the Boxing Day sales in London, Chinese and Middle Eastern customers accounted for £12m of the £50m sales in the West End, with an average spend of over £1000 per customer – typically on luxury brands.