In a country where the majority of those living in the urban areas have ethnic minority backgrounds - and even nationwide almost 25% of the under age 20 population have ethnic minority backgrounds - it goes without saying that brands can hardly afford themselves anymore to develop attractive products and effective communication from a white perspective only.
Therefore, within the last year, a growing number of advertisers in the Netherlands has taken the initiative to not only test the concepts for their advertising campaigns among more mainstream consumers, but also among consumers with ethnic minority backgrounds.
Apart from pre-testing advertising campaigns, a growing number of brands in the Netherlands include panels of consumers with ethnic minority backgrounds when developing new products and services.
These product and advertising concepts are developed with and tested among panels of both ethnic minority and ethnic majority consumers.
Recently TransCity has successfully tested concepts for new products and communication platforms for brands like Pepsi, Rabobank, Agis, KNVB, UPC, Vrumona and many more.
One of the objectives is to look at both the common grounds and differences of ethnic minority and ethnic majority consumers and thus develop product and communications platforms based on the common grounds.