From Soho to Shoreditch, London is defined by its diverse and discerning demographic which is socially conscious, environmentally aware and deeply invested in the city’s multicultural identity. Businesses looking to capture the attention of Londoners require more than just clever slogans; it takes an insightful understanding of the city's distinctive spirit to connect with locals.
In this fast-paced, fiercely competitive landscape, brands must navigate a tapestry of cultures and ever-evolving trends to forge genuine connections and make an impact. While establishing a strong online presence is crucial to grow any business, offline marketing strategies such as events and outdoor advertising still hold significant value in London. A well-rounded campaign will use a multifaceted combination of digital marketing, traditional advertising techniques and experiential tactics to expand your reach. Brand appeal can also be bolstered by community involvement and a sustainable ethos, which reflect positively in terms of brand values and integrity.
Breaking Down the London Demographic
London has a population of 8.9 million people, 46% of whom are black and minority ethnic. In inner London, more than a third of the population is aged between 25 and 44 years old, making it a Millennial-dominated demographic. Many neighbourhoods have strong cultural identities and associations, such as the Caribbean influence in Brixton and West African community in Peckham, making locally targeted campaigns a useful tool for enterprises.
The presence of formal institutions, established social etiquette and deep-rooted history contribute to a sense of conventionality among Londoners. However, this is balanced by a strong undercurrent of unconventionality and individualism, with the diverse cultural mix leading to a wide range of perspectives.
With 67% of the population active on social media, YouTube was the most used platform in the UK in 2024, with Facebook ranked second, followed by Instagram, LinkedIn, Pinterest and TikTok, respectively. However, these preferences differ significantly between generations.
Unsurprisingly, younger people are more active on social media. In the UK, 98 percent of Gen Z and 97 percent of Millennials use social media. While usage tends to decrease with age, the fact that 86 percent of Baby Boomers are present on social networks demonstrates why a social media marketing strategy is crucial for reaching a diverse audience, regardless of age.
For digital natives under 21 years old, three hours of their daily mobile phone use is spent on social media. Inspiration, exploration, community and loyalty are priorities for Gen Z, while interactive ads, humour and influencer marketing also rate highly. Despite their demand for greater control over ad exposure, Gen Z are highly receptive to branded content, particularly on TikTok, which is rapidly becoming the social media platform of choice for this age group.
While Millennials love social media and actively engage on Instagram, TikTok and Snapchat, businesses need to focus on sharing stories and building an inclusive brand experience to attract their gaze. Mobile-optimised content is crucial and brand collaborations with influencers who align with the same values and interests can have a significant impact.
For social media campaigns aimed at Londoners in their 40s and 50s, Facebook remains a popular platform. Sceptical Gen-Xers are only likely to engage on social media if they feel a genuine connection, so trust and authenticity resonate highly. Content should be highly targeted, with limited influencer endorsements as they have less of an impact on this generation.
While other platforms have larger user bases, people in the UK spend more time on TikTok than any other country in the world. According to the Digital 2024: United Kingdom report, active users spend an average of fifty hours per month on the platform, more than double the time they spend on YouTube and triple the time of Facebook. TikTok’s design, usability, and entertaining style makes it a powerful platform for creating branded content to engage a younger audience.
Captivating the Capital: Maximising Impact and Engagement in London
- Stay social: As social media becomes deeply integrated in the lives of Londoners as a source of news, entertainment and social connection, brands and marketers must leverage these platforms to boost brand awareness and generate leads. Posting attractive visual content, actively interacting with followers, partnering with influencers and sharing stories that resonate with your audience, such as customer experiences and local culture, will provide value that is informative, entertaining and inspiring.
- Dominate the digital domain: A strong online presence is crucial for businesses in a digitally agile city like London. Brands must create a well-designed website that offers an intuitive user experience across different devices, optimise SEO to make your business easier to find, reach target audiences with email marketing and invest in podcasts and blogs that offer expert insights or thought-provoking content to cultivate a loyal online community.
- Don’t put all your ideas in one basket: While social media is a powerful tool, depending solely on online marketing can alienate a large portion of your target market. While 82 percent of smartphone users rely on their devices to research products, many still switch to a desktop computer to complete the purchase and almost 4 out of 10 British consumers prefer to purchase from brick-and-mortar stores. Consider a multifaceted approach to maximise visibility, including offline marketing strategies such as events and interactive installations, as well as traditional print and outdoor advertising at bus stops and tube stations.
- Embrace diversity: By celebrating London’s rich cultural tapestry and crafting campaigns that are inclusive, brands are better positioned to connect with the multicultural community. Authentic representation in advertising is fundamental and tailoring marketing efforts to specific cultures or subcultures will be more impactful. Partnering with influencers is also an effective way to engage the demographic and significantly amplify reach and credibility through personal experiences and relatable storytelling.
- Be a champion for your community: Local social engagement is vital for brands in London as it allows businesses to bolster their reputation with the community, drive foot traffic to physical stores and cultivate a loyal customer base. Sponsoring or participating in local festivals and markets allows brands to build personal relationships with potential customers and leverage events for dynamic content creation to leave a lasting impression. Creating location-specific content and promotions will also appeal to London consumers.
- Sustainability sells: London brands that highlight their sustainable ethos as part of a marketing strategy will appeal to the growing segment of eco-conscious consumers. Sustainability is increasingly important to Londoners, so opting for plant-based and organic options, plastic-free packaging and highlighting social responsibility practices reflects positively on brand values and integrity.
Case Study – Multifaceted Marketing Wins Awards in London
In 2024, KERB won the coveted Catey Award for the Best Marketing Campaign. By celebrating the independently-owned food traders within its Seven Dials Market in London, the food collective’s winning “From the KERB up” campaign turned a £10,000 investment into £2m worth of sales.
From its humble beginnings as a lunch market in 2019, KERB has transformed into a powerful business incubator, empowering local street food talent and bringing small operators together for weekly pop-up markets and events.
It has also expanded into the area of social enterprise, launching the KERB+ ecosystem which provides work experience and apprenticeships for people in need, coaching for food start-ups and an eight-week InKERBator Programme offering workshops and hands-on trading experience.
Over the course of a year, KERB employed a multifaceted campaign, with the modest budget divided across videography, signage, PR and events.
KERB leveraged social media to share a series of engaging video interviews with traders, showcasing their unique fare and personal stories. This resulted in a reach of 270,000 and a total watch time of 900 hours on Instagram, attracting a host of new customers.
Vibrant murals were installed at the market, beautifying the space and providing a backdrop for social media sharing. Strategically placed QR codes tripled new user traffic to the KERB website and increased applications for the inKERBator programme by 22 percent year-on-year.
The KERB Life podcast has also been a powerful tool for brand awareness and community building, exploring entrepreneurism and food culture in London and other topics that resonate with the community.
By combining social media, point of sale and local engagement, the collective now includes over 130 independent street food traders as it continues to create opportunity and joy through good food. KERB is looking to replicate the campaign again in 2025 as it expands into new markets.
Connecting with Londoners: Culture, Creativity and Community
A winning marketing campaign that appeals to Londoners celebrates diversity, community and social consciousness. Brands that get creative in leveraging traditional and digital marketing, as well as tapping into humorous elements of British culture, are often able to exceed performance targets. Loqui Media specialises in crafting bespoke media solutions to elevate your brand’s presence. Contact us if you need help to develop an advertising strategy in London.
