Lydia Amoah is a leading strategist and coach who drives transformative growth by unlocking the £300 billion Black and Multi-Ethnic Consumer Market. With deep expertise in cultural intelligence, she transforms research and insights into impactful strategies that deliver measurable commercial results and open new avenues for growth.

As CEO of Backlight and founder of The Black Pound Report, Lydia empowers brands and businesses to connect authentically with high-potential audiences. Her data-driven approach goes beyond awareness – it fuels sustainable, long-term success by turning untapped potential into commercial opportunities.

Her insights have helped major organisations, including News UK, Channel 4, P&G, and Essence Media, secure groundbreaking partnerships and expand their reach into lucrative new markets. Her strategic leadership was instrumental in News UK winning major contracts with Tesco, Tom Ford, and the NHS, resulting in a tangible business impact.

Her work with Channel 4 increased trust among Black and Multi-Ethnic audiences, led to new advertising contracts, and resulted in a landmark partnership with Lloyds Bank that delivered £1 million worth of TV and out-of-home advertising to support 10 Black entrepreneurs.

Recognised by Forbes, Vogue, Mail Metro Media, Sky, JCDecaux and Advertising Week, Lydia has received numerous accolades, including the Market Research Society’s Grand Prix Award.