IDENTITY COMMUNICATIONS

Australia's Largest Multicultural Marketing Agency

Top Languages Spoken in Australia

4.9 million people in Australia speak a language other than English at home according to the 2016 Census. This is an increase of 1 million compared to the 2011 Census. The top six languages spoken in Australia are shown below. Search every language spoken in Australia.

Mandarin

Vietnamese

Arabic

Italian

Cantonese

Greek

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

IDENTITY WINS 2019 PMCA FOR CAMPAIGN. ‘BREAKS STEREOTYPES’.

A campaign that discards the usual cultural clichés for a more authentic portrayal of an Asian-Australian family has won this year’s PMCA (NSW Premier’s Multicultural Communications Awards) in the Business Category. The campaign for SunRice, one of Australia’s most successful food brands, was awarded to SunRice and their multicultural marketing agency, IDENTITY Communications. 

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

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

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The top 6 languages (other than English) spoken in Sydney account for half of the non-English speaking population.

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

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The number of Mandarin speakers in Australia increased by 77% between 2011 and 2016.

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

  • Fairfield 71% 71%
  • Cumberland 66% 66%
  • Strathfield 64% 64%
  • Burwood 64% 64%
  • Canterbury-Bankstown 60% 60%
  • Rockdale 56% 56%
  • Georges River 54% 54%
  • Parramatta 52% 52%
  • Liverpool 52% 52%
  • Ryde 48% 48%

Read our Blog

Ten things to consider when developing bespoke multicultural creative

Tailoring your creative to specific multicultural audiences will deliver a 100% increase in engagement, says Thang Ngo. Marketers need to see the value in true bespoke multicultural creative to capture the attention of their entire audience. Almost five million...

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...

Top 10 Languages In Australia 2016

Ahead of Tuesday's 2016 Census stage one release, Cadreon and IDENTITY Communications have collaborated to predict Australia's total population and the top 10 languages, other than English, spoken in the country. How close will we get to #Census2016 figures? The...

Super Saturday Federal By-Election 2018 – Top Languages

IDENTITY Communications, the intelligent multicultural marketing agency takes a quick look at the cultural diversity in these electorates. July 28 is when voters in five federal electorates go to the polls in what's being billed as "Super Saturday". We're staying away...

How To Engage A Multicultural Audience Through BTL Activities?

Think more than just advertising when you're planning a multicultural marketing campaign, writes Brenda Leung, IDENTITY's Insights Manager.  Below The Line (BTL) activities should be part of an integrated communication strategy, complementing Above The Line (ATL)...

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,...

MLA CAMPAIGN WINS AT 2016 AMMAS – B&T Magazine Media Coverage

B&T Magazine, 7 December 2016 The winners of the 2016 Australian Multicultural Marketing Awards (AMMAs) were revealed at the Sydney Opera House last night, with the latest lamb campaign by Meat & Livestock Australia and independent agency The Monkeys receiving...

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...

English language proficiency as a criterion in audience selection

Audience size and English language proficiency are often the two most critical selection criteria for multicultural marketing campaigns. IDENTITY Communications, the intelligent multicultural marketing agency agrees, and disagrees. Here's why... The audience selection...

Should SBS Relocate To Parramatta?

“SBS should move to Parramatta. That should be their head office. They could clearly differentiate the organisation and go to the – as we know – absolute centre of Sydney, which is the centre of all sorts of ethnic groups.” With this statement, the chairman of FreeTV,...