From big brands to small companies - those who market and sell their products to ethnic minorities are the winners. With a spending power of £300 billion ethnic communities are a "hidden audience" you do not want to ignore.
Last month I attended a very informative and eye-opening seminar run by GottaBe! marketing agency that promoted ethnic marketing as an effective method to drive sales. Tomasz Dyl from GottaBe! explained what "hidden audience" is and why it is worth reaching out to them.