Monday, 7 November 2011
Not on the high street?
'Mainstream' according to the dictionary equals 'ideas, attitudes, or activities that are regarded as normal or conventional; the dominant trend in opinion, fashion, or arts.'
A very simple explanation I think. So my question is; why if black people are part of the fabric of our modern British society are greeting cards reflecting people of colour not on the high street? Or anywhere much else.
The UK is one of the biggest consumers of greeting cards in the world. There are 800, mostly small business, producing glorious greeting cards for all occasions but less than 1% of those companies produce cards that reflect the 9.1 million people of colour that are part of the British population.
Greeting cards reflecting non white people are considered 'ethnic' or 'specialist' which is why I am confused - I would say over 9 million people shopping on the high street is a mainstream consumer audience - but with so few shops being prepared to sell cards that are not 'mainstream' something is going a bit off base.
But, what I would really like to know are your thoughts ....