​The ethnic minority population is rapidly increasing as is inter-marrying which can foster the development of new ethnicities.

​As minority groups grow in number so too does their spending power with data revealing that minorities outspend majority ethnic consumers in numerous industries including technology and fashion.

Many brands attempt to connect to their racially diversified consumer base through marketing and advertising tools. However, many brands fail to acknowledge the vast differences in the consumer behaviour of ethnic groups, differences which may render certain marketing and advertising tools redundant.

To find out more about cultural differences in shopping habits check out the slide show below!



Shakaila Forbes-Bell is a Fashion Psychologist and writer who has been featured in Marie Claire UK, i-D, Who What Wear, All Walks Beyond the Catwalk, Fashion Bomb Daily, The Voice Newspaper, Gal-Dem, Black Matters US and more.

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