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The Black Pound Report 2022 - A Study of the Multi-Ethnic consumer

 

Introduction to the Black Pound Report

The Black Pound Report is the UK’s most comprehensive study of the spending habits, attitudes, and behaviours of Black, Asian, and Multi Ethnic consumers. It provides crucial insights that help brands engage with these audiences authentically.

Why It Matters

The report provides brands with the data needed to understand the needs and preferences of diverse communities, enabling marketing teams to create campaigns that truly resonate.

Media Planning

Our data also acts as a powerful media planning tool, enabling companies to allocate resources strategically and reach Black and multi-ethnic audiences more effectively.

 

Can you afford to ignore this market?

 

68.3 m people live in the UK

18% (10.8m) are from Black, Asian and Multi-Ethnic backgrounds.

The latest report shows that the average monthly di’ average monthly disposable income is £375 million, totalling an annual disposable income of £4.5 billion. This demographic represents one of the world's most exciting and untapped markets.

Who do you want to speak to? The 84% who are white or to everyone.

"Congratulations to Lydia and the team behind the Black Pound Report for their work. In recent years, there has been so much positive movement for Black and Multi-Ethnic consumers in the fashion and beauty sector. It is brilliant to see the continued push for change happening in our industry."

Edward Enninful OBE, British Vogue’s editor-in-chief and European editorial director.

Inclusive Marketing

It’s well-known that inclusive marketing can significantly boost profitability. Why would you create a campaign that 18% of your target audience can’t connect with when you can design one that resonates with everyone? This comprehensive report uncovers the untapped spending potential of Black, Asian, and Multi-Ethnic demographic. The Black Pound Report offers valuable statistics that make a compelling business case for change.

By authentically representing diverse groups, you can improve your bottom line. Did you know that ethical considerations play a more significant role in the consumer choices of Black, Asian, and Multi-Ethnic audiences compared to the general population? By genuinely portraying people, you set the stage for success.

Invest in your copy today & see the bottom line flourish.

 

Ethical Consumption and Diversity

64% of Black, Asian and Multi-Ethnic Consumers buy more Fair Trade Products vs 47% of the General Population

64% of Black, Asian and Multi-Ethnic Consumers buy local whenever they can vs 56% of the general population.

What’s Included

  • *Psychological Passing is a term identified by author and BACKLIGHT CEO Lydia Amoah as a result of the behavioural changes evidenced in the research.

Black Pound Report, Shelley Bishton, Head of Creative Diversity, News UK

Market research samples do not need any quotas for race, ethnicity, sexuality and disability. So how can we ever say research is nationally representative without this? Therefore, we must unravel, question, and further interrogate our research and data assumptions.

The Black Pound Report has put so much effort into the Black, Asian and Multi-Ethnic demographic to get this unique insight. It shows that they have previously been underrepresented in other market research.

Black Pound Report, Dino Myers-Lamptey, Founder of The Barber Shop

Consumers make more moral choices regarding how and when they spend their pounds. Hence, it’s essential to take action on inclusive organisational change, share your progress, and bring consumers along the journey with you.

Black Pound Report, Gemma Charles, Deputy Editor, Campaign UK

I had the privilege of exploring insights from The Black Pound Report. I was surprised that Black, Asian, and Multi-Ethnic consumers engage more with national newspapers and magazines than the general population. This highlights the value of resources like The Black Pound Report, no matter how many years of industry experience one may have.

Access a FREE Extract of The Black Pound Report.

This is not a quick fix.

By partnering with our market Age, you invest in long-lasting transformation that supports a healthy business, economy and society.

Book a complimentary 30-minute consultation to understand how to turn The Black Pound Report learnings into real growth for your business.

 

Featured In

  • As a long-time champion of diversity, equity and inclusion issues within travel, TTG welcomed with open arms the opportunity to partner with Backlight to cover The Black Pound Report earlier this year. The report opened our eyes to the extent of the market yet untapped by our travel agent readers and the often small – but critical – changes to the service required to serve Black travellers better. Beyond breaking down the report's findings clearly for us to work with, Lydia also wrote a highly informative and emotive piece that brought the report's findings to life through her travel experiences. Travel is undoubtedly an inclusive industry, if not yet as diverse as it could be. It is undoubtedly on a positive journey towards a better, more diverse and inclusive future, and milestone publications like The Black Pound Report will only accelerate this process. Further publications of this nature would be highly welcome. TTG would be delighted to work closely with Lydia, Backlight and other stakeholders to ensure any future research or advocacy work is amplified to the furthest extent possible within the travel industry.

    James Chapple ⁠— News Editor, Travel Trade Gazette

  • The Black Pound Report provides great insight into the landscape of this consumer group. The needs and challenges they face and how we as businesses can look to engage, providing solutions and product offerings that align and benefit the consumer. Whilst ensuring a conscious and inclusive approach to our brand positioning. Consumers expect alot more from brands; rightly so; brand values have been brought to the forefront and must be weaved throughout the entire business operation. Transparency around this element is vital and will help build and maintain LTV.

    The report highlights this key consumer group's enormous potential and the undeniable reality that they are undervalued and underserved.

    The report is comprehensive and plugs a gap!

    Pascale Revell ⁠— Autier (italic relates to Black Pound Report)

  • Thank you for providing such a comprehensive report. For us at Hatch, the report has given us confirmation of the importance of the work we do. We are working hard to create a welcoming environment by truly understanding and listening to the founders with whom we work with as. Especially as we look to further our programme support to those from minority groups who identify as LGBTQ+ and those with a disability.

    Susie Sek ⁠— Hatch Enterprise

  • I'm so excited to have discovered the Black Pound Report! It provides invaluable data and insight into the power of the Black British Entrepreneur community. It opens up many possibilities when pitching creative strategies and campaigns to global brands and creatives. With this report, I now have the necessary information to present a sound and well-researched proposal and illustrate the potential of this community in a way that speaks both the creative and corporate language. I highly recommend this report for any individual or agency looking to unlock the potential of this powerful and inspiring demographic!

    Jamie Wallace ⁠— Origin

  • Thank you so much for the report - I'm thrilled to have a copy which will be invaluable for my work with brands and in the arts and culture.

    Elma Glasgow ⁠— Aspire Black Suffolk

  • The Black Pound Report is the most comprehensive and intelligent report I’ve seen. It has every bit of data I need to provide my clients with full proof of business cases regarding why they should feature and target ethnic groups in their communications. The BPR, therefore, is invaluable in allowing us to fuel our client's understanding and, in turn, make fundamental changes to sales and inclusion within their businesses.

    Rich Miles ⁠— CEO of The Diversity Standards Collective

  • I’ve been in the beauty industry for 20 years fighting for more diversity and inclusivity. I think money talks, and it’s great to have facts and figures to support the fact diversity is a win-win for everyone on every front, from profit to creating a better culture and society for everyone. It’s great the Black Pound Report can have stats to support what many of us campaigning for diversity in beauty have been saying for years.

    Ateh Jewel ⁠— Multi-Award-Winning Beauty Journalist, Influencer, Broadcaster and Diversity Advocate

  • For Black History Month 2022, Lydia delivered a fireside chat with our CEO Suzanne.

    Everyone agreed that the event was truly inspirational and helped us all think about how we can be allies to all cultures and embrace diversity within Mobkoi.

    Tash Oliveira — Analytics Operations Manager, MOBKOI

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