TransCity

Black and Asian groups in the UK have a huge influence on modern youth culture, yet this is rarely reflected in communications planning. Marketers need to understand them to break through to young people.

Some 13 per cent of UK 16- to 24-year-olds have ethnic-minority backgrounds. In London, it is 41 per cent. With even higher proportions of black, Asian, and mixed-race under-16s, this trend is set to grow significantly. Starcom research among black, Asian, mixed-race and white youths between 16 and 24, uncovered a number of trends that should influence how to communicate with the UK’s modern youth.

Several factors have contributed to the evolution of a generation of ‘natural born consumers’. The ‘bling’ aesthetic associated with black American hip-hop and reality TV shows making instant celebrities of contestants through magazines such as Heat have combined to make this generation obsessed with success – 60 per cent think money is more important than job satisfaction.

They have grown up with marketing and are astute consumers – only eight per cent are ‘turned off’ by advertising. They see it as a transaction – 70 per cent would consider watching an ad in return for a free pay-per-view movie, 75 per cent for a free music download, and 88 per cent for e-vouchers.

Urban music and the volume and accessibility of black imagery has had a defining influence on young people and on mainstream media, from the dominance of hip-hop and R&B in chart radio to MTV Base. Conversely, this has led young ethnic audiences to turn to more niche media such as Channel U, the urban music TV channel, pirate radio, and ethnic lifestyle and music magazines.

The research shows that youth media consumption is best understood by looking at the context in which they consume it. Occasions have different patterns for different ethnic groups but, overall, they fall into three main categories: family, peer and community.

Family occasions are surprisingly prevalent. Early-evening, TV, soaps and light entertainment are perceived to be an easy way of spending time with parents, according to 48 per cent.

Peer relations are the classic arena of ‘youth’ media – magazines, the internet, radio, music and youth TV. Peer-to-peer media that they can manipulate, feel close to or communicate through are increasingly central and influence their expectations of media.

Community affairs, including current affairs, are important. News is most followed on TV and websites, but local press is significant. Surprisingly, 74 per cent read a local newspaper.

Ethnic Britons have a distinct and disproportionate influence on youth trends and media – from mainstream expressions of this influence such as Kiss and MTV Base, to fast growing niche media such as Channel U. This needs to be reflected more in research and planning.

With disengagement a real issue, marketers need to understand how to break through by offering something to young people – whether it is stand-out creative, valued content or the opportunity to interact. There is also a need to understand the social and ethnic context of youth media and establish what occasions are most relevant by brand and message.

Source: Marketing Week