3. Demographic Change with Aaqil Ahmed

EW Group MD Rachael Wilson hosts demographic change expert
Aaqil Ahmed for a special event in London to discuss the business
opportunities for growth that are linked to changing customer
demographics.


This special episode was recorded live in front of an audience at
Henry Wood House in London.


Aaqil is the former Head of Religion and Ethics at the BBC and
Commissioning Editor at Channel 4, and is now a Professor of
Media at the University of Bolton. He specialises in working with
businesses to pinpoint new opportunities to expand their reach in
response to demographic change and the increasing need for
cultural literacy.


"Cultural literacy comes from understanding the basics of what
somebody believes in, and how they live their life, and therefore
understanding that there may be certain things that they may do
differently that we have to find a way of making it work. That
may be in the language we would use as broadcasters, or the way
we would try and sell or position ourselves as businesses to
those people." Aaqil Ahmed


Aaqil offers up a number of real-life case studies from the
media, FMCG and retail sectors around building cultural literacy
and awareness, especially around religion and faith. These
include the M&S Modest fashion range, Nike Pro Hijab, and how
Bicester Village has developed its East Asian and Gulf Arab
customer bases.


For more information, check out the Megatrends report from PwC on
demographic change


Connect with Aaqil on Twitter.


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