ETHNIC MARKETING: 'A DOUBLE EDGED SWORD?'
(3rd March 2003)

A new report, published today by Mediaedge:cia, the media communications company, highlights the attitudes of minority ethnic groups to mass media and marketing communications, examining the implications of these for marketers.

The study, conducted in association with Channel 4, News International and the Broadcasting Standards Commission, examines how mainstream marketers could better reach the larger minority ethnic groups in the UK - notably Asians and Afro-Caribbeans - through gaining a deeper insight into cultural differences that affect how they relate to mainstream media and marketing communications.

ADVERTISERS FAILING TO 'CONNECT'

A key finding is that whilst there is a demand for culturally-relevant marketing, many advertisers fail to connect with ethnic audiences through perceived stereotyping and tokenism.

Minority ethnic groups are as diverse as they are distinct from mainstream culture, with generation, age, language, location and country of origin, all significant variables that advertisers need to consider and reassess their approach to inclusiveness.

David Fletcher, Head of Research, at Mediaedge:cia comments: "Our research found that ethnic marketing can be a double-edged sword. Advertisers that use minority ethnic actors or settings draw the attention of this audience, but they tend to polarise the community between those who see the representations as positive and those that see it as tokenistic or stereotypical.

"Inclusion brings scrutiny of the individual/s represented in advertising - with respondents tending to analyse not only on the basis of personal relevance, but also on the basis of "what does this say about us" to the rest of society. It's a real 'damned if you do, damned if you don't' situation."

Andrea Millwood Hargrave, Director of the Joint Research Programme, Broadcasting Standards Commission and the Independent Television Commission, said, "These new findings echo those of the Broadcasting Standards Commission's research on diversity on television and radio. Whilst there has been progress over the last five years there still needs to be better representation of minorities both on screen and behind the scenes in decision-making roles. Audiences from minority ethnic communities want authentic and realistic representation on television and radio to ensure that they are seen as part of mainstream society and to encourage better understanding of their culture".

ADVERTISING CRITICISED FOR BEING TOKENISTIC

Analysis of TV advertising content shows a surprisingly high degree of actual diversity - some 13% of faces in a major sample of terrestrial and multi-channel broadcasting were of non-white ethnic origin. This is significantly higher than the corresponding figure for programming (9%). However, the vast majority of non-white appearances were in non-dominant roles, with only 11% of those appearances in major roles (against 30% for white participants). Thus, the general conclusion is that scenes of several characters are diverse, but those with only a few characters - such as ads using the typical "two characters in discussion" structure - are much less likely to be ethnically diverse.

David Fletcher, Head of Research, at Mediaedge:cia comments:"This suggests a vicious circle. Ads are relatively unlikely to feature minority ethnic characters; so any commercial which breaks the norm consequently attracts disproportionate scrutiny. This inevitably leads to some accusing the advertiser of tokenism or stereotyping, which in turn reinforces the difficulty of acting inclusively. The industry and leading advertisers need to take steps to break this vicious circle."

UPFRONT ADVERTISING MESSAGES

The research uncovered an interesting cultural disconnect with some mainstream advertising - particularly among Asians, who typically take a more upfront approach - asking: 'what is the ad trying to sell and what are the benefits to me?' Advertisers need to bear this in mind, particularly when using non-literal communication - a fashionable format of contemporary advertising - as this is less likely to appeal to a more rational or direct audience.

Other examples of where advertising failed to connect, included fashion campaigns, where models looked emaciated rather than 'glamorous'; this confused and undermined the advertising. Use of sexual imagery was also an issue - although less significant than might have been expected - given religious influence.

Whilst the use of sexual imagery in advertising did not seem to have the degree of negative impact anticipated, context is significant. The same ad might be rejected in a family setting (such as TV or posters in the community), but acceptable amongst younger groups when in isolation (such as cinema or more targeted magazines). Therefore it is important that advertisers are sensitive to the culture and moral attitudes of the community.

IMPACT OF MAINSTREAM CULTURE

The research found that in many cases the family home provides a 'cultural earthing point' which helps to protect a distinct culture, from generation to generation, with mainstream culture either consciously bolted onto this, or rejected, as appropriate.

Thus, the material and welfare state benefits of an ordered, meritocratic society - such as education, healthcare and 'politeness' - are adopted as being without prejudice to traditional culture, whilst language, dress and food are adopted in varying degrees, according to context: whether at home, at work, or at leisure and whether as a husband/wife, mother/father, businessman/housewife, football supporter etc.…

Therefore aspects of traditional culture are not simply 'lost' as mainstream traits replace these; rather they are 'adopted' in certain contexts and not in others - as appropriate to the individual.

MEDIA CONSUMPTION

Media habits also reflect this process of a mix of 'both worlds' - with most households being multi-channel (to provide access to specialist channels) and mainstream viewing orientated towards peak programming.

BBC and Channel 4 are seen to be ethnically sensitive broadcasters, with national newspapers - even tabloids - seen to be independent and authoritative. Local newspapers and radio are consumed as part of a strong sense of 'local community'.

FAMILY INVOLVED IN DECISION MAKING

Among the Asian communities covered, Mediaedge:cia discovered a strong culture of family-based decision-making - particularly in terms of financial services and durables. Attitudes towards leisure activities also reflected the strength of the family unit - although this varied according to demographics.

So, for example:

* for women, at-home activities such as shopping with family and friends and entertaining / visiting family dominate, alongside TV and radio consumption.

* the men questioned also tended to be family orientated, but would engage in community-based leisure such as sports clubs.

* for the younger generation, Asian music/cinema/TV was increasingly being augmented with mainstream western music/cinema/TV. Sport was also seen to be culturally-acceptable on the basis of being community-orientated, alcohol-free and single gender.

* older children - notably those in tertiary education - are most exposed to mainstream culture and most likely to adopt pubs, clubs into their leisure repertoire, however there is an implicit understanding that some behaviour (eg. mixed gender socialising or alcohol consumption) is generally not 'brought home' for discussion etc.

CULTURALLY RELEVANT MARKETING

There is a demand for some targeted marketing that speaks to particular needs and desires. Research suggested that there was an opportunity for brands to augment, rather than necessarily change behaviour in order to be relevant. Festivals - with associated gifts and special foods - in particular - were seen to provide opportunities to connect with relevance.

Respondents see the potential for such activity not only as relevant in its own right but providing a corporate opportunity to connect with a community and an opportunity to gain brand respect. As with issues of representation, any such activity would need to avoid tokenism.

David Fletcher, Head of Research, at Mediaedge:cia comments: "This study suggests a manifest opportunity for brands amongst minority ethnic communities but a lack of connectivity in current advertising and marketing practice. Those advertisers prepared to take a lead on inclusiveness will find significant challenges but a broadly receptive audience who could be a major driver of competitive advantage."

The research and fieldwork was carried out during September and October 2002.

ABOUT THE BROADCASTING COMMISSION

The Broadcasting Standards Commission is the statutory body for both standards and fairness in broadcasting. It is the only organisation within the regulatory framework of UK broadcasting to cover all television and radio, both terrestrial and satellite. This includes text, cable and digital services. It has three main tasks, as established by the Broadcasting Act, 1996. These are:

• to produce codes of conduct relating to standards and fairness;
• to consider and adjudicate on complaints;
• to monitor, research and report on standards and fairness in broadcasting.

Click here to visit The Broadcasting Commission website

ABOUT MEDIAEDGE

Mediaedge:cia is a top five global media communications specialist with billings of $15.5 billion, employing 4,000 people across 80 countries. Part of the WPP Group, one of the world's largest communications groups, the company develops, manages and implements national, regional and global communications solutions for its clients. For further information, visit us at www.mediaedgecia.com

Click here to download a copy of the Report 'Reaching the Ethnic Consumer: A Challenge for Marketers' (1.6 MB).

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