The ins and outs of migration

Immigration is essential to economic growth in the UK, so we will very likely be sustained at significant levels over the next decade. But what impact will it have for any particular brand?

Does your customer insight include variance in preference for your product among different groups? Does your strategy differentiate between immigration and ethnicity? Where are the majority of UK in-migrants coming from, and will that immigration be permanent or temporary? (The International Passenger Survey, the Government Actuaries Department, and recent IPPR research all provide useful answers).

Furthermore, do you distinguish the demographic impact of in-migration versus that of differential birth-rates? And do you consider the dynamics of assimilation in relation to your products?

If the answer is 'no', rest assured you are not alone. There is significant opportunity for improved understanding here.

Marketing Week 8 May 2008