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 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.

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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

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...

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)...

Cracking a $32b Consumer Segment

Sean Zhu, Identity Communication's business analyst shines a spotlight on a potential audience that's worth $32b.  If you’re a marketer, I can recommend a group in Australia that is over 626,000 in size and contributes $32 billion to the Australian economy. They’re...

NSW Government launches gambling campaign for CALD audiences

Adnews, 15 June 2021 The NSW Government's Office of Responsible Gambling has launched a new campaign, Number that Changed My Life, targeting cultuarally and linguistically diverse (CALD) audiences. The campaign came to life after a program of in-depth research and...

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...

What creative should I use in my multicultural campaign?

What creative should I use for my multicultural campaign? The answer is easy, and not easy. Identity Communications, the intelligent multicultural agency, has some food for thought... When it comes to a multicultural marketing campaign, marketers and their agencies...

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...

Traditional Chinese Vs Simplified Chinese: What’s The Difference?

This is one of the most common questions that clients ask us at IDENTITY Communications. We've put together a quick guide. China is already a major driver of world economic growth. Domestically, it's important too. Around 650,000 people in Australia speak a Chinese...

Why We Might Be Eating Dumplings For Australia Day In The Future

This year's Australia Day lamb ad from the folks at Meat and Livestock Australia pushed up a lot of people's blood pressure. Some were indignant that it tells us to eat lamb on Australia Day, without mentioning the words "Australia Day", while others objected to the...

Bennelong By-Election and the “Chinese vote”

China has exploded as a by-election issue in Bennelong. How much will it affect Saturday's result? IDENTITY Communications reckons it's more nuanced than the current commentary. The Liberal Party could suffer in Bennelong as a result of the Turnbull government’s...