Culture Hacking | Diaspora Marketing | Ethnic and Multicultural Marketing

Diversity & Inclusion

As culture experts, Image & Time is committed to fostering inclusivity, diversity, and mutual understanding through our unique workshops and initiatives which we believe can help organizations in all sectors and geographical regions in tackling challenges that impact business effectiveness and expansion.

Get a FREE copy of our 2023 African Cheat Sheet to better understand the pathways of our research.

There’s A Science To Marketing To Niche Communities

Our Story

Our commitment to simplifying the African culture led us to commission our Research, Insights, and Evaluation (RIE) team at Image & Time to undertake an exhaustive investigation into how brands in the diaspora and Africa have effectively hacked subcultures to gain market dominance by leveraging insights mined from understanding multicultural diversity. Our research has armed us with a unique glimpse of one of Africa's subcultures to better understand her intricacies and navigate in this multicultural clime.

Our research had the following objectives: 

  1. To identify the source and nature of dominant narratives, messages and themes that make up the *mindsets* and shape the UK’s perception of Africa and Africans living in the UK
  2. Highlight and communicate the impact and societal benefits of investing in understanding cultural diversity
  3. Demonstrate that communication SHOULD BE reflective of our diverse society at all levels and grades

African Cheat Sheet

The African Cheat Sheet is a powerful customer acquisition tool that will help brands get deep insight into the decision-making behaviours of Africans. It was created through research, surveys, and interviews — filtered through a five (5) tier analytic segmentation process

  • Demographics

    Age, Gender, Income, Occupation, Family, Life Stage, Education

  • Geographics

    Country, Region, City, Population Density, Weather/Climate, Time Zone, Language

  • Psychographics

    Values, Beliefs, Lifestyle, Interests, Motivations, Likes vs Dislikes, Opinions, Personality

  • Behavioural Analytics

    Media Consumption Habits. How they consume information

  • Customer Journey

    Product Usage, Engagement Level, Brand Loyalty, Referral Activity

Questions that the African Subculture Hacker can answer:

  • Who is the audience?
  • What is the human truth?
  • What are the nuanced Consumer Behaviours & Consumption trends?
Get a FREE copy of our 2023 African Cheat Sheet

Perspectives of Africa and the UK

In the UK, the black and minority ethnic population has more than doubled in the last 30 years and is expected to double again. However, a majority of these ethnic groups feel that mainstream advertising has no relevance to them. We are here to change this opinion because ethnic minorities and their complex pasts are here to stay and brands must be cognisant of the spending power these groups wield. So working with us means this diverse audience that presently accounts for £300 billion per annum in spending becomes easily accessible to you.

Our Work

  • Our idea was to call out the ‘cynic’ in all of us. Borrowing the name of the doubting disciple from the Bible, we created the character of ‘Uncle Thomas’ The Enabling Success short film calls out the defeatist Uncle Thomas’ mindset in everyone.

  • This campaign is also a celebration of the journey real men have taken. Your story is what makes you a man. That you went through that challenge and came out at the end with the right solution without the compromise becomes your badge of confirmation that you are indeed a man in its purest definition.

  • "You've got the recipe" speaks to belief that everyone possesses the talent and individuality to break barriers, in the same way that Maggi provides the complete range of seasoning recipes for creating delicious and healthy meals

  • "Unleash your bold" is a campaign thats speaks to the theme “dare to be different”, focusing on the unique creative talent inside everyone of us.