The research explores how black, asian and minority ethnics (BAME) are represented in society across the advertising and media industries, and investigates the impact of the term BAME and its effects on an individual’s self-perceived identity and socio-economic status in British society.
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Some of the key findings of the report revealed:
- 66% of the BAME consumers were not completely satisfied with the current ethnic representation on TV/adverts
- 25% of Black and Minority Ethnicity consumers are now actively buying their Hair and Beauty Products from mainstream Hair & Beauty stores
- 44% of Black and Minority Ethnicity Consumers spend on average £600 per annum on their hair products
- 70% of BAME consumers feel undervalued as a consumer in the UK
- 65% of BAME consumers acknowledged they require more access to financial knowledge
- Over 50% of BAME consumers own homes
- 52% of the BAME consumer earns higher than the UK’s national average income
To download the report go here.