ETHNICITY

This simple word consists of a larger diverse mix of population that lives in U.K. along side the mainstream whites. Nearly 50% of the populations is South Asian which consists if Indians, Pakistanis, Bangladeshis, Srilankan Tamils and Mauritius. Now even embracing Afghans. The biggest diverse religions exist inthis group as Muslims, Hindus, Sikhs, Buddhist and Christians.

25% of the population is Black and Afro-Caribbean’s, mostly Christians and Muslims. 15% of the population is Mixed Races, mostly Christians. 5% of the Chinese population mostly Buddhist, and 5% being others that could influence the flavour. Over the recent years there is a surge in Somali and Sudanese decent, Iraqi’s and Iranians, Kurdish and Polish bringing a totally new look to the Diaspora. We would be not wrong in calling some of the Europeans too as Diverse cause English language not being their mother tongue.

Majority of the South Asians reside by the M1 corridor as defined by Ram Gidoomal writer and researcher on Ethnic Minorities in UK. 50% reside in and around London and others in major cities and towns. South Asians consumer differ immensely compared to the other population,
their to food, clothing to even media consumption is very different. The strength of Bollywood and Bhangra influence their lifestyle and the religious rituals and festivals strengthen their beliefs.

A major ethnic group that needs independent understanding and approach. Black and Afro-Caribbean’s are diverse among themselves, notably the Africans. Africa being a big continent has diverse religious beliefs from Christians to Muslims and among Christians too there are many disciplines. Different Languages from Nigerian Eurobas to Kenya’s Swahili, South Africa’s to Somali’s and the diversity continues.

It is this multicultural Diversity that has made Britain more Colourful. Bringing Notting Hill Carnival to the Asian Melas,the bhangra beat to the African Reggae. The Shalwaar kameez, Sarees, Hijabs to the traditional African nationnal dresses. Asian Food to Afro-Caribbean delights and now the Polski Sklep’s. The Chinese takeaway to Lahori Kebab house trading alongside the Fish & Chips.

Ethnic Media:

There is over 50 Television channels, bunch of Radio stations, Newspapers and Magazines that are mostly collating their content in U.K. are attracting this
ever growing population. It caters to their News content from the sub continent to the life style soaps, serials and documentaries. The Cinema and theatre is the forefront of entertainment. The social ghetto’s have their charm for food and celebrations.

The Temples, Mosques and Gurdwaras are their to bond their beliefs. Any thing visible or audible is media that communicates to these groups.Here is why it takes a specialist to understand their consumption habits and behaviour. The Response to the communication needs to
influence their native behaviour although majority of them identify themselves as British. Lo! Great Britain this is thy new face.