WPP's Consumer Equality Equation report

Close-up of different faces

WPP's Consumer Equality Equation report

The most comprehensive study into the relationship between ethnicity and the consumer experience in the UK

Demographics in the UK are changing: the number of people from Minority Ethnic groups will double to almost a third of the UK adult population by 2061, while their estimated annual disposable income will rise to £575 billion, more than double what it is today.

Businesses who fail to engage meaningfully with these consumers stand to miss out on a cumulative disposable income of £16.7 trillion by 2061.

The study was a two year-long collaboration between WPP, GroupM and Ogilvy Consulting with original research from Kantar, BAV and Choreograph, and features data from 8,300+ participants from six ethnic groups: Black, East and South East Asian, Middle Eastern, Mixed Ethnicity, South Asian, and White.

Find out more

This research is supported by the WPP Racial Equity Programme, which funds inclusion projects around the world and is part of a set of commitments announced by WPP in 2020 to help advance racial justice and support Black and ethnically marginalised talent.

Mark Read, CEO, WPP

The consumer experience – good or bad – directly shapes and influences people’s daily lives, meaning business leaders play a pivotal role in helping to build a more equal and thriving society

Mark Read CBE

Chief Executive Officer

Engaging just 1% of Minority Ethnic groups now will have an immediate effect for brands which multiplies over time to bring medium and long-term commercial growth

Karen Blackett OBE

UK President

Karen Blackett, WPP's UK President


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