London aside, Slough can claim to be the most diverse place in England. If you were to pick any two people at random from its population of 120,000, there would be a 62 per cent chance that they would be from different ethnic backgrounds.

The largest ethnic minority group in the South East is White Other. Together with the South West, this region is one of only two in England where this group is more numerous than the Asian or Black groups. More than 221,000 people indicated this as their ethnic origin in the 2001 census. As mentioned above, this is likely to be due to a number of reasons, including employment and education.

Asian people form the second most populous ethnic minority group: over 185,000 people, or 2.3% of the population. Slough alone is home to more than 33,000 people from this group. There are roughly a third more Indians than Pakistanis throughout the region as a whole, and only in a few places - such as Reading - does the population of the latter exceed that of the former. Black people live in far fewer numbers in the South East compared to the two groups above; there are three times more Asians, and nearly four times more White residents than the 57,000 black people living here. Reading and Slough each account for about 10 per cent of this number, but the typical proportion elsewhere is between 0.5 and one percent - four times less than the national average. [6]

1.5.9 Yorkshire and the Humber

Yorkshire and The Humber ranks fifth of the nine English regions in terms of its proportion of ethnic minority residents. About one in 12 people living in the region are from ethnic groups other than White British.

Out of every 1,000 people, on average: 916 are White British; 45 are Asian; 18 are White non-British; 9 people are of mixed race; 7 people are Black; 2 people are Chinese.

In 2001, 4.7% of people living in the Yorkshire and The Humber were born abroad, up from 3.7% in 1991. According to the 2001 census, the Yorkshire and The Humber region has a total population of 5.1 million. It is the fifth largest of England's nine regions, covering an area of 15,420 square kilometers, and has a population density of 328 people per square kilometer.

Although there are many large cities and towns in the region, large areas of Yorkshire and The Humber are very rural. This means that the degree of ethnic diversity varies considerably throughout the region, with the vast majority of people from ethnic minority groups concentrated in urban areas. For example, while the three major cities of Leeds, Sheffield and Bradford account for just a third of the region's total population, they are home to 65% of all Asians and 70% of all black people.

There are almost as many Asian people - 222,000 - living in this region than all other ethnic minority groups combined. This figure represents 4.5% of the total population. Only London (12%) and the West Midlands (7.3%) have a greater proportion of Asian residents, although both have far larger Asian populations in numerical terms. The whole population: 4,964,833. [5]

Table 1.13 Ethnic groups in Yorkshire and the Humber

One district of the city, Frizinghall, is home to the highest concentration of Pakistanis in England; here, this group makes up 73% of the local population.

Yorkshire and The Humber is one of only three English regions with more Pakistani residents than Indian ones, and the ratio here - nearly three to one - is far greater than in the North West and the North East. The main reason for this is the remarkably large Pakistani population in Bradford; nearly 68,000 - almost half of all people from this group living in the entire region - live here, where they make up one in seven of all residents. This is the highest proportion of Pakistanis in the total population of any city in Europe. Across the entire region, there are nearly 150,000 people of Pakistani descent. The proportions of non-Asian ethnic minority groups in the region are quite small. People from the White Other group make up the second most populous ethnic minority, but form just 1.2% of the population; this is the third lowest proportion among the nine English regions. The proportion of Chinese residents is the joint lowest in England, at just a quarter of one percent of all residents.

Black people make up the third largest ethnic minority group in Yorkshire and The Humber. Proportionally, the Black groups make up 0.7% of the population; this is lower than all but three of the other eight English regions. Out of a total of 34,000 black people in the region, two-thirds are of Caribbean origin. Nearly a third of all black people in the region live in Sheffield, where they form nearly 2% of the local population. Leeds also has a sizeable black population, about 1.5%, but elsewhere numbers are very small - Barnsley, for example, has just 164 black residents out of a total population of 220,000. [6]

In this it is showed Britain multi-racial country with mixed population. This fact creates a number of questions. For instance, how can the problem of a multi-racial society be solved? The number of people asking to settle in Britain is rising. The ethnic minority communities in Britain are about 5,7 per cent of the total population but are likely to rise to about 7 per cent in the early years of the 21st century, because of their higher birth rate. Black immigrants first started coming to Britain in great numbers from 1948 onwards, in response to labour shortages. The minorities are concentrated in the cities. There are already several thousand non-white Britons, mainly in ports like Liverpool, Bristol and Cardiff. Some families date back to the eighteenth century and slave trading.

2. Ethnic Minority Communities

Diversity is a word that conjures up images of policy, political correctness and, to some, positive discrimination. But the reality is that with 7.9% of the total UK population being from ethnic minority communities, the advertising industry is certainly not representative of this, in terms of employment, representation in creative or in its targeting of these communities for their clients.

The 2001 Census breaks down the numbers and provides basic statistical information, showing that the ethnic minority communities have grown by over 50% since the last Census in 1991, whereas the 'White' community has seen a drop in numbers. The largest community is that classified as South Asian (Indian, Pakistani and Bangladeshi), followed by the 'Black' (Caribbean and African) communities.

Economically, the ethnic minority communities, especially the Asian community is acknowledged as being inspirational, hard working and economically powerful. The younger generations (second and third generation) are brand conscious, technologically savvy and proud of their culture. The communities have a younger age profile, with over 50% of the South Asian community being under the age of 40. This alone represents a strong consumer base, if targeted appropriately and through the right media and supporting vehicles.

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