Unlocking Australia's Diverse Market: Strategies for Engaging a Multi-Cultural Nation

Australia has long been a multi-cultural nation, and this diversity is increasing. Whilst annual migration levels fluctuate, the long-term trends show a rise in the number of first-generation Australians.

Over the past 20 years, this proportion of the population has grown significantly, increasing from 4.9 million in 2003 to 8.2 million in 2023 – which is a massive market to serve. With Australian birth rates on the decline we expect that this will further accelerate immigration.

This demographic shift presents both a challenge and an opportunity for marketers. The increasing number of Australians who have not grown up with traditional Anglo-Australian experiences means that many will not have established trust or heritage with our existing brands. This requires a fundamental re-evaluation and adaptation of marketing strategies to engage this population effectively. Moving forward, the growth in this demographic will be one of the most significant cultural shifts driving purchasing behaviour.

Case Study: Insights into Insurance Purchasing

Our research into the Culturally and Linguistically Diverse (CALD) community highlights significant variations in consumer behaviour and preferences across different cultural groups. For instance, car insurance brands index differently among CALD people vs the Non-CALD members of the community.

(Over-indexing indicating a higher-than-average representation and under-indexing indicating a lower-than-average representation)

Key factors influencing decision-making among CALD people include:

• Communication: Simplified policies and interactions with customer service.
• Claims Process: A transparent and fair claims process.
• Cost & Value: Rising premiums affect CALD customers more due to existing financial constraints.
• Trust & Reliability: Community recommendations and past experiences significantly impact brand choices.
• Support & Assistance: Providing information in preferred languages.

Case Study: Insights from a Multicultural Council

In another example, we recently collaborated with one of Australia’s largest councils, where over 58% of constituents speak a language other than English and 78% have at least one family member born overseas. Our study across Anglo-Australian, Chinese, and Indian consumer groups (the largest populations in this area) revealed similar but different preferences for community amenities:

• Anglo-Australians: Prefer fenced areas for playgrounds, dog parks, and educational interactive spaces.
• Chinese Australians: Favour thoughtfully designed spaces catering to diverse interests and more curated environments.
• Indian Australians: Prioritise spaces for large events and celebrations, emphasising community and family connections

Source: SaySo, CALD Community, May 2024

It’s crucial to understand that cultural behaviour cannot be generalised from a single situation or metric and that members of one cultural group are not all homogeneous. There is also the opportunity to dig deeper to understand the diverse drivers and values of different CALD populations. This involves challenging existing assumptions and developing products that cater to these diverse backgrounds.

Empathy and genuine insights into these populations will not only help us create better business opportunities but also create stronger, more inclusive communities. When conducting research, it's essential to consider culturally representative samples and remain aware of one’s positionality and experiences. Our online community has over 25,000 members, with 31% from CALD backgrounds, and this gives us key insights into Australia’s ever-growing multicultural population.

By embracing this diversity and adapting marketing strategies, businesses can build lasting trust and relevance in a changing landscape.

If you’d like to find out more about the case studies and how we can help your brand bridge cultural and linguistic gaps, please get in touch.

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