The Hidden Audiences: Diverse Communities

Contents…

• Diverse audiences: key insights

• Engaging with diverse audiences

• Moving Forward

Diverse audiences: key insights…

A growing population…

The total population of

England and Wales is 64m

of which 8m are from ethnic

communities(Source: ONS Census 2011)

The ethnic population has

grown from 7.9% in 2001 to

14% in 2011(Source: ONS Census 2001, 2011)

One quarter of Britons will be

from ethnic communities by

2051(Source: Leeds University, 2015)

Indians

The changing face of Britain

One in four children under ten are

from an ethnic background(Source: Policy Exchange – A Portrait of

Modern Britain, 2014)

There are new emerging ethnic

communities in England and

Wales that are growing fast and

playing an important role in the

country’s economy.(Source: ONS Census Country by Birth,

2011)

Sri Lankans

127,242

Somalis

101,370

Latin Americans

186,500

Filipinos

122,625

Indians

Pakistani

s

Black Africans

Black Caribbeans

Bangladeshis

Chinese

Arab

1.4m

1.1m

989,628

595,825

579,121

447,201

393,141

230,600

Polish

Over 70% (5.7m) of the ethnic

population in England & Wales

are from eight communities(Source: ONS Census 2o11)

Increasing affluence and disposable income…

The Brown Pound…According to research, the spending power of

Britain’s ethnic consumer is now worth an

estimated £300 billion

The Grey

Pound

accounts

for £320 billion

a year (2014)

The Pink

Pound

accounts for

£6 billion a

year (2015)

A culture of giving…

Households that send or remit money overseas

are more likely to donate to domestic UK charities

than the general UK population

Money sent overseas by UK

migrants and minorities to

international development is

estimated at £ 2.4 billion per

year

(Source: Giving Back to Communities of Residence and of Origin

(C. Pharoah & T. McKenzie), 2013)

Faith often drives charitable support…

INTRINSIC TENET OF

FOLLOWING FAITH FOR SOME

Christian

values of

charity

For some Black

Africans and

Caribbeans

For Pakistanis &

Bangladeshis

For Sikhs and

Hindus

FOR OTHERS, ‘HELPING

THOSE IN NEED’

Fulfilling

the pillar

of Zakat

Part of

doing

Seva

The ‘charitable giving’ landscape…

• Support for both mainstream and ethnic/ faith based charities in terms of donation and volunteering

• Key drivers (beyond generic) – sense of duty and gratitude as immigrants, ‘we have it good’

‘Back

home’Global Domestic Local

Supporting

• Friends, family,

individuals and

community

• Those less well off

• The people I left

behind

People from my

community elsewhere

• e.g. Muslims around

the world

• Disasters in ‘our’

regions and elsewhere

The causes I care about

• Personal connections

• Health causes

• Though less for

‘special interest’

charities

Supporting the

community I live in

• Smaller charities

• Can see where money

goes

• Impact on local people

‘on my doorstep’

So, what does this mean for charities?…

A growing population

A younger age profile

Increasing disposable

income

‘Giving’ a cultural/ religious mindset

Offer opportunities for charitable causes but there are challenges

regarding how best to connect and communicate with these audiences

Engaging with diverse audiences …

Differing degrees of integration can affect attitudes and behaviour re: charities...

Less integrated More integrated

• Rooted in own culture and

faith

• More limited interaction with

other communities

Mono

CulturalHybrid

Dual

Cultural

• Firmly rooted in own culture

but feel part of mainstream

society

• Faith important but less impact

on day to day lives

Implications for charities in terms of comms:

media and messaging

• Develop their own sense of

identity from own and

mainstream cultures

• Pick and choose what suits on

an individual level

Understanding the ethnic media landscape…

Significant increase in ethnic TV

channels across all major

audiences…over 50 international

channels

New DAB licenses opened up

commercial ethnic radio space. A

significant increase in RSL licences

of stations and increased online

community radio stations

Impact of social media and online

publishing, culturally savvy and

relevant bloggers, vloggers,

YouTubers and portals reaching out

to younger audiencesLike mainstream print many ethnic

print outlets have or are transferring

to digital formats

Many ethnic media channels have

strong social media reach than their

main media channel and are now

monetising social channels as new

revenue streams

Key principles of engagement…

14

One size doesn’t fit allPeople like me

Lost in translation Culturally intelligent

partners

Cultural resonance

The right mix

Getting it wrong…

Getting it right…

Moving forward…

So, what does this mean for charities?…

Audience

insight

Access to

culturally

relevant experts

and media

Strategic

and tactical

communications

consultancy

and support

Campaign

development

and delivery

Culturally Intelligent Partners

The benefits of getting it right…

Increased

donor and

support base

Increased

social impact

Increased

brand awareness

and loyalty

Culturally attuned

and reflective

internal staff

Let us take you on a journey of discovery……and help you engage, interact and communicate

with the growing diverse audiences in the UK

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do:

www.charitycomms.org.uk

17 November 2016

Seminar

London

#CCfilterbubble

‘Burst the bubble’– how

do we reach beyond our

established audiences?