IDENTITY COMMUNICATIONS

Australia's Largest Diverse Marketing Agency

Top Languages Spoken in Australia

More than 5.5 million people in Australia speak a language other than English at home according to the 2021 Census. This is an increase of almost 800,000 compared to the 2016 Census. The top six languages spoken in Australia are shown below.

Mandarin

Cantonese

Arabic

Punjabi

Vietnamese

Greek

IDENTITY. Building social cohesion and unlocking the value of Australia's diversity.

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IDENTITY WINS 2021 PMCA – Outstanding Campaign of the Year.

A campaign to inform new new migrants about of Tax and Super in Australia wins top awards at PMCA (NSW Premier’s Multicultural Communications Awards). The campaign won the Business Campaign of the Year and impressed the judges so much that they also created a new category, awarding the campaign the Judge’s Choice – Outstanding Campaign of the Year. The Awards were given to ATO, UM and IDENTITY Communications.

The PMCAs is a national award that recognises best practice in multicultural marketing and media.

One in three people in Sydney speak a language other than English at home.

The top 10 languages (other than English) spoken in Sydney account for almost 3 in 5 of the non-English speaking population.

Seven in 10 residents in the Fairfield local government area speak a language other than English.

The increase in Punjabi speakers between 2016 and 2021. Punjabi is now the 5th most spoken language other than English in Australia.

Top 10 Local Government Areas ranked by percentage of the population who speak a language other than English at home.

Fairfield (NSW) 70% 70%
Cumberland (NSW) 66% 66%
Strathfield (NSW) 66% 66%
Greater Dandenong (VIC) 65% 65%
Burwood (NSW) 63% 63%
Canterbury-Bankstown (NSW) 59% 59%
Brimbank (VIC) 58% 58%
Parramatta (NSW) 57% 57%
Liverpool (NSW) 54% 54%
Georges River (NSW) 53% 53%

Read our Blog

Multicultural Festivals: How To Engage More Effectively

A bit of common sense and strategic thinking will go a long way... Multicultural marketers will have been here before. Their agencies recommend activations at cultural festivals to engage with potential customers. The most common cultural festivals recommended by...

Top 5 Tips for Marketers during Chinese New Year 2019

The Lunar New Year is celebrated by almost 1.5 million people in Australia. IDENTITY Communications, Australia's largest multicultural marketing agency has 5 tips for marketers looking to cash in. The Year of the Pig starts on Tuesday, 5 February 2019. Get ready for a...

Brands cashing in on Year of the Rat, 2020.

IDENTITY Communications previews some limited edition Year of the Rat goodies that could be yours in 2020. The global luxury-goods market will grow to US$386 billion by 2025 and Chinese consumers will account for 44 percent of that market. It's no wonder Western...

5 Trends That Will Change Multicultural Marketing In Australia Forever

IDENTITY Communications are predicting the multicultural marketing industry in Australia will change dramatically in 2017. Here's why. We're not talking about terminology and semantics which have changed over time such as NESB (non-English speaking background)...

Hong Kong’s neon signs might be fading but not my memory of them…

IDENTITY Communications might be the intelligent multicultural marketing agency, but our team also has heart. As Hong Kong's neon lights fade, Brenda Leung, IDENTITY's Insights Manager reflects on her childhood memories of the Pearl of the Orient. One of my most vivid...

Why brands should embrace Lunar New Year.

This Saturday marks an important date for a large portion of consumers in Australia and around the globe. January 25 is the start of the Lunar New Year, the biggest cultural occasion across Asia which is celebrated in China, Macau, Singapore, Thailand, Malaysia,...

SunRice and Identity Win NSW Premier’s Award for Multicultural Communications

Campaign Brief, 6 December 2019 SunRice and Identity Communications, the multicultural communications division of IPG Mediabrands, have won the Business Campaign of the Year at the 2019 NSW Premier’s Multicultural Communications Awards presented in Sydney this week....

Top 10 Countries Of Birth In Australia 2016

The main Australian Census data is scheduled to be released on 27 June. We couldn't wait that long. Here's our prediction... This month the Australian Bureau of Statistics (ABS) released a teaser to last year's Census - the 'typical' Australian at a national and...

Identity Communcations Announces Kimberly Stafford as Business Director

B&T, 8 July 2022 UM’s multicultural marketing agency, Identity Communications, today announces the appointment of Kimberly Stafford (pictured, right) to the newly created role of Business Director to co-lead the agency alongside strategist Thang Ngo (pictured,...

SunRice and Identity win NSW Premier’s award for multicultural communications

AdNews, 6 December 2019 SunRice and Identity, a division of IPG Mediabrands, have won the Business Campaign of the Year at the 2019 NSW Premier's Multicultural Communications Awards. The campaign challenged stereotypes because it didn’t feature the usual cultural...