Think Ethnic

Think Ethnic!

Think Ethnic is a British online publication and multicultural marketing forum founded in 2007 by advertising professional Saad Al-Saraf. The website, thinkethnic.com, publishes articles and commentary on multicultural advertising, ethnic consumer behaviour, cultural diversity, media representation and marketing communications, with an emphasis on the United Kingdom and Europe.

The platform was established to examine the relationship between Britain's changing demographics and the development of advertising strategies aimed at culturally diverse audiences. Its content covers ethnic media, consumer research, inclusive marketing, digital communications and the representation of minority ethnic communities in business and advertising.

History

Think Ethnic was founded in 2007 by Saad Al-Saraf, founder of Mediareach Advertising. Before establishing the website, Al-Saraf had written and published commentary about multicultural communities and advertising through online publishing platforms, including WordPress blogs.

The website developed as a specialist forum for discussing multicultural marketing and the significance of ethnic minority consumers within the British economy. Its early editorial focus included the cultural characteristics of consumer groups, the development of ethnic media and the challenges faced by advertisers seeking to communicate with audiences from different backgrounds.

Think Ethnic subsequently expanded its coverage to include diversity and inclusion, cultural representation, digital marketing, demographic research and international multicultural consumer trends.

Editorial focus

Multicultural marketing and consumer behaviour

Think Ethnic examines marketing strategies directed towards audiences with different ethnic, linguistic and cultural backgrounds.

Its articles discuss consumer segmentation, purchasing behaviour, brand preferences, cultural identity and the relationship between advertising effectiveness and cultural understanding.

The website also explores the role of community-specific media, culturally relevant advertising and audience research in communications aimed at Britain's diverse population.

Ethnic media and advertising

Think Ethnic covers the development of ethnic media, including specialist television, radio, print publications and digital platforms.

Its commentary addresses how ethnic media can be used to reach audiences whose languages, cultural interests or media consumption patterns differ from those of the wider population.

Diversity and inclusion

The website publishes commentary on diversity and inclusion in business, employment, advertising and public life.

Topics include representation in commercial communications, cultural stereotypes, equality of opportunity and the inclusion of minority ethnic communities in mainstream marketing.

International coverage

Although primarily concerned with the United Kingdom, Think Ethnic also publishes material relating to multicultural consumers and advertising in Europe and other international markets.

Founder and industry involvement

Think Ethnic was established by Saad Al-Saraf, a British advertising professional and founder of Mediareach Advertising.

Al-Saraf served as a council member of the Institute of Practitioners in Advertising (IPA) and chaired its Ethnic Diversity Forum for six years.

In 2010, he contributed a chapter on Britain's ethnic minorities to the IPA Ethnic Diversity Forum report The Marketing Opportunities for Advertisers and Agencies in Today's Multi-Cultural Britain.

He subsequently wrote the introduction to the IPA's 2012 report Multicultural Britain, which examined ethnic consumer markets, demographic trends, advertising representation and the development of ethnic media.

The 2012 report was also covered by the marketing research publication Research Live, which reported on the IPA's concerns about the representation of multicultural audiences in advertising and media research and quoted Al-Saraf in his capacity as chairman of the forum.

Al-Saraf has also participated in marketing and business conferences discussing diversity, multicultural communications and ethnic consumer engagement.

Research and publications

Think Ethnic's editorial subject matter overlaps with the wider research and publishing activities of its founder and Mediareach Advertising.

IPA multicultural Britain reports

The IPA Ethnic Diversity Forum published reports examining demographic change, ethnic consumer markets and advertising opportunities.

The 2010 report, The Marketing Opportunities for Advertisers and Agencies in Today's Multi-Cultural Britain, included analysis of the United Kingdom's ethnic minority population, consumer purchasing behaviour and ethnic media.

The 2012 report, Multicultural Britain, examined ethnic consumer purchasing power, media representation, consumer segmentation and the changing ethnic media landscape.

The report identified the need for advertisers to consider demographic and cultural differences when developing communications strategies.

Multicultural Communities Report

Mediareach Advertising subsequently published the Multicultural Communities Report 2025, a 54-page publication examining demographic, social and commercial characteristics of multicultural communities.

The report covers population demographics, age profiles, education, employment, business ownership, consumer behaviour, media consumption and inclusive advertising.

Its preface was written by Saad Al-Saraf, chairman of Mediareach Advertising.

See also

• Multicultural marketing
• Ethnic media
• Market segmentation
• Consumer behaviour
• Cultural diversity
• Institute of Practitioners in Advertising

References

1. Institute of Practitioners in Advertising (2010). The Marketing Opportunities for Advertisers and Agencies in Today's Multi-Cultural Britain. IPA Ethnic Diversity Forum.
2. Institute of Practitioners in Advertising (2012). Multicultural Britain. IPA Ethnic Diversity Forum.
3. Research Live (2012). "IPA says marketing and media research need to reflect multicultural UK."
4. Mediareach Advertising (2025). Multicultural Communities Report 2025.
5. Mediareach Advertising (2011). "Saad Saraf appointed as IPA Ethnic Diversity Group Chairman."

External links

• Think Ethnic — Official website

Proposed article infobox

Think Ethnic

British multicultural marketing publication

Type	Online publication and marketing forum
Founded	2007
Founder	Saad Al-Saraf
Country	United Kingdom
Language	English
Subject	Multicultural marketing, ethnic consumer behaviour and diversity
Website	thinkethnic.com