Founded in 2021,  Identity Creates was founded with one mission: to fix what was broken in multicultural marketing. Research shows that 80% of multicultural campaigns fail to resonate with their audiences, while in the UK alone 42% of Black Brits felt brands fail to adequately represent their culture, while 29% felt negatively stereotyped. Similarly, 31% of Asian Brits felt underrepresented, with 21% experiencing negative stereotyping.

 

Why? Because too often, brands rely on stereotypes, tokenism, or surface-level diversity instead of true cultural alignment. We knew we could change this and we are. We are re-writing the narrative, and delivering real results for brands such as McDonald’s, Stanley, PrettyLittleThing, MTV, Morrisons, and more. 

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What We Do and Why It Matters?:

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Identity Creates bridges the gap between brands and their diverse audiences, using cultural marketing expertise, authentic storytelling, and data-driven strategies, to deliver campaigns that connect on a deeper level. However, we don’t just create campaigns, we create authentic cultural moments and connections.

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In a world where diverse audiences wield significant cultural and economic power, brands that fail to connect authentically will fall behind. Identity Creates exists to ensure they don’t. We help brands harness the power of multicultural marketing to deliver results that resonate not only with their audiences but also with their mission.

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We are unapologetically passionate about creating marketing that makes diverse audiences feel seen, heard, and celebrated. Our work matters because authentic representation matters. It’s good for people, it’s good for society, and it’s good for business.

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Building a Future Where Diversity Thrives:

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At Identity Creates we are shaping the future of marketing. We educate brands on navigating cultural complexities, showing them how to connect authentically rather than superficially. We are moving the industry away from harmful stereotypes and toward positive, impactful representation that drives real business results.

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Through our campaigns, we’ve seen how authentic multicultural marketing fosters consumer trust, brand loyalty, and cultural resonance. We firmly believe that the future of marketing lies in authentic storytelling and accurate multicultural representation. Brands that fail to prioritise this will lose market share to competitors who do.

 

Through Identity Creates, we aim to continue bridging the gap between the world’s biggest brands and their black and diverse audiences. We are committed to helping brands avoid tokenism and stereotypes, educating them on cultural complexities, and ensuring they make authentic connections that drive success.

 

Our vision for the future is to continue being at the forefront of multicultural marketing. We’re not just building an agency; we’re changing the narrative.

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