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Ethnic Diversity

Currently the BAME population make up 26% of Black Country Population, with this expected to rise significantly in line with UK population growth forecast.

35% of this population are inactive.

BAME communities have various complex and interrelated factors around their socioeconomic status, religion, culture and attitudinal behaviours which may pose as barriers to physical activity engagement.

Research informs us that Britain is becoming increasingly ethnically diverse with over 14% of the population being from Black, Asian and minority ethnic groups (BAME). Ethnic minorities account for 80% of the UK population growth with forecasts showing that by 2050 the ethnic population could rise to a third (20-30%) of the UK’s population.

These future trends nationally are currently reflected across the Black Country as we have a 26% ethnic population. Unfortunately, research also informs us that people from ethnic minority communities are seven times more likely to live in an urban area of low socioeconomic status.

BAME communities have various complex and interrelated factors around their religion, culture and attitudinal behaviours which can all pose as barriers to physical activity engagement. Examples of religious barriers could be sessions conflicting with prayer times, lack of dedicated prayer facilities and/or participants not being able to participate in their traditional dress.

Cultural examples could include lack of consideration of dietary needs, or even lack of cultural influences/influencers. Some of the attitudinal barriers could present themselves as perceived unwelcoming environments, system failings or even that marketing material in terms of imagery/language/terminology is not reflective of their community.

What is apparent with ethnic communities is that there is no one size fits all approach and each project will have to be specifically tailored taking into consideration the cultural needs of the audience.

Therefore, Active Black Country are taking a proactive approach to reduce physical inactivity among BAME communities and to increase access to opportunities around workforce, employment and leadership.

Sporting Equals promote ethnic diversity across sport and physical activity, and are a good resource for you to access. Visit their website here. 

If you have any questions for us, or would like further information please email Daniel Allen.


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County Sports Partnership Network
Sport England
Include Me West Midlands
Youth Sport Trust
Activity Alliance
Youth Endowment Fund
Sporting Equals
West Mids PCC
Dudley CVS
One Walsall
Dept of Health
Dept for Education
Equality Standard in Sport