The Census takes place every 10 years and generates a snap-shot of the UK population. The first phase of the 2021 Census was released in the summer of 2022, compiling the most detailed data on the make-up of the UK since 2011.

Knowing the shifts in our population; who they are, where they are and their wellbeing, is vital to shaping an effective and inclusive brand strategy. While the full Census data set won’t be released until mid-2023, a staggered release of individual sets of data will run from Autumn to Winter 2022. To keep you informed, OMG UNITE have created ‘Census Shifts’, a content series exploring the trends and changes seen over the last three decades in our population, with a cultural twist.

Following our first set of ‘Census Shifts’ insights released alongside the initial Census data, we are pleased to share the second set of insights in the series.

The International Migration data of the 2021 Census was released on 2nd November. Whilst country of birth and passport do not equal ethnicity, and many UK-born diverse communities are not included in the stats (ethnicity data is due to be released late November), it is a strong indication on the growth and direction of our society in the UK. We have highlighted three key shifts and the implications they have on how brands approach inclusive marketing moving forwards.

Read the full article on OMG UNITE’s website here.