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.

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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

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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PROJECTS FUNDED BY WPP’S RACIAL EQUITY PROGRAMME

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