UK businesses are still slumbering when it comes to the opportunities that exist in communicating with ethnic communities. Bieneosa Ebite, Managing Director, Bright Star Pub

The spending power of the UK’s black and minority ethnic communities continues to grow exponentially yet business leaders, marketers and public relations practitioners are failing to tap into this lucrative market, which has already netted billions for brands in the US.

Bright Star Public Relations, aUK’s PR consultancy will be hosting a seminar to address what UK businesses are missing out on and to highlight the business case for engaging with black and minority ethnic consumers. Communicating in Multicultural Britain takes place on the September 2 2008, with one aim in mind – to help communication practitioners and business leaders to adopt a heterogeneous approach when it comes to reaching out to consumers in the UK.

Approximately 10 per cent of the population is non-white and it is estimated that the spending power of the UK’s ethnic communities will reach £300 billion by 2010. With such significant changes in the demographic and economic makeup of the country, the seminar organisers believe that a one-size fits all approach to communication is no longer adequate for brands to effectively build awareness, trust and subsequently loyalty regardless of the product or service they provide.

Speaking about the seminar, the organiser Bieneosa Ebite, Managing Director of Bright Star Public Relations commented: “UK businesses are still slumbering when it comes to the opportunities that exist in communicating with ethnic communities. In the US the combined purchasing power of ethnic Americans is estimated to be in excess of $1 trillion and a diverse range of brands use integrated marketing communications campaigns to ensure that their messages are reaching these consumers. The market there has quickly recognized that mass marketing is not a panacea and is reaping the rewards of this approach.”

She comments further as to the reason why the UK market is moving at a slower pace: “Part of the reason why UK brands have not yet cottoned on to the potential that exists is that there is not enough cultural diversity at senior positions within the marketing and communications industry both in house and at agencies. There is also a lack of understanding about the business case and the methods for engaging with ethnic communities. This seminar will address all of these issues.”

The seminar will include an ethnic media panel enabling delegates to pose questions about how they can tailor their stories to the diverse ethnic media. There will also be case studies on how to reach ethnic communities through marketing and public relations campaigns as well as a presentation on the significance of a diverse workforce.