Missed opportunities? : reaching the ethnic consumer market

Abstract

Changing population demographics within the UK have become a source of increased interest to marketers as companies have realized the importance of targeting their products and advertising efforts towards minority and ethnic groups. In addition, as the UK's ethnic minorities grow in both numbers and in terms of prosperity, so does the commercial significance of this market. A clearer understanding of both the nature of changing markets and the relative importance of different minority ethnic groups as consumers is imperative to facilitate both consumer understanding and business development; marketers need to understand better how to target these people, what they have in common with the mainstream and where the differences lie. This paper seeks to describe current understanding of ethnic consumers and their impact on the marketplace while highlighting an area where future research is potentially of considerable benefit.