The Black Pound Report is based on a survey of 3,500 Black, Asian and multi-ethnic consumers in the UK about their purchasing experiences and decisions - and aims to change how brands treat their consumers. The report estimates that £4.5bn of multi-ethnic consumers’ disposable income is available to brands. But with less than a quarter of the audience believing that brands tailor to their needs, or that advertising reflects them, something needs to change to tap into this “untapped economic power”. But...how? In this session, we'll hear what must businesses must understand in order to tap into this purchasing power, and some examples of trail blazing brands who have tapped into this spend successfully. We'll also hear how senior employees at brands, agencies and media organisations can communicate the value of inclusion in the products they create, stock and market.