How can adland better engage Black, Asian and Multi-Ethnic communities?

How can adland better engage Black, Asian and Multi-Ethnic communities?

Tune into this important discussion on the needs, behaviours and attitudes of Black, Asian and Multi-Ethnic communities hosted by Campaign's deputy editor Gemma Charles – featuring key insights from Black Pound Report 2021. A must watch for agencies and brands.

Brands are still failing to incorporate diversity authentically into their planning. By overlooking, or failing to focus on, vast numbers of potentially high-spending customers, a brand fails to embrace a huge moral and commercial opportunity.

Research shows that when businesses embrace inclusion and diversity, they are likely to make more profit than less diverse competitors. Companies like TK Maxx and L'Oreal that are actively engaging Black, Asian and Multi-Ethnic groups through inclusive product launches and marketing schemes are enjoying huge increases in sales. Yet many focus elsewhere.

To help the creative industries better engage these largely underserved communities, Lydia Amoah created the Black Pound Report in 2018 – the first in-depth study into the needs, behaviours and attitudes of Black, Asian and Multi-Ethnic consumers in the UK. Through Lydia’s sheer determination, this study has grown from a self-funded quest, to a trusted academic paper sponsored by News UK and a much relied upon source of data and insights that give brands the competitive edge.

The Black Pound Report is a vital piece of research driving forward this key issue and we urge agencies and brands to listen.

The panel, hosted by Campaign's deputy editor Gemma Charles, gives attendees a first look at the key findings of the report, which explores how business critical it is for brands to embrace this community and offers up plenty of ideas on how to do so.

Join us for this important conversation.

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