The idea distilled.
Australia’s diverse future presents a significant opportunity for brands to engage with CALD audiences for social, cultural, and commercial benefits, yet many are struggling to connect meaningfully; our report offers insights on improving this connection.
If nothing else, three things to fuel your growth.
- Australia’s population is increasingly diverse, with over half having a foreign-born parent, emphasizing the importance of engaging Culturally and Linguistically Diverse (CALD) Australians who bring rich experiences and sacrifices from bridging two worlds.
- Media and marketing play crucial roles in helping CALD Australians integrate and find their identity, with failure to connect risking significant social, commercial, and cultural opportunities.
- Our report offers insights on effectively connecting with and growing this vital audience, underscoring the need for authentic engagement strategies.
Some other insights that really stood out to us…
- Only one-third of CALDs feel acknowledged as Australians, with 60% feeling a weak connection to the country.
- While 80% seek support in Australia, only 56% receive what they need, and a mere one in six feel represented by brands.
