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

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

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

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

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%

IDENTITY WINS 2016 AMMAS FOR INCLUSIVE LAMB CAMPAIGN

A campaign calling on Australians to come together over lamb was awarded two AMMAs, winning the Communications category as well as scoring the People’s Choice. The Meat and Livestock (MLA) campaign was the collaborative effort between UM, The Monkeys, One Green Bean and IDENTITY.

The AMMAs (Australian Multicultural Marketing Awards) is a national award that recognises best practice in multicultural marketing.

Read our Blog

Using WeChat to reach Chinese consumers in Australia

How to reach Chinese audience in Australia with WeChat Are you interested in Marketing to Chinese consumers? Nolan Yu, a former PR ninja in Shanghai, now a media warrior in Sydney, writes this guest post about WeChat, the Chinese social platform that 'rules them all'....

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...

IDENTITY Scores Two Awards At The 2016 AMMAS: Mumbrella Media Coverage

Meat & Livestock Australia’s diversity work wins at Multicultural Marketing Awards By Simon Canning, Mumbrella, 7 December 2016 Meat and Livestock Australia’s (MLA) controversial spring lamb ad which called on Australians to come together over lamb has won the...

NITV And IPG Mediabrands Announce Unique Indigenous Partnership

Justified criticism about the lack of diversity is good. We think providing positive solutions is better. Rightly, the lack of diversity in the Australian media and advertising industry have been pointed out by organisations and individuals; not enough diversity on...

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,...

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...

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...

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)...

Cashing in on Chinese New Year

Money talks! How these brands are cashing in on Chinese New Year. Even though the Lunar New Year is celebrated by many communities such as Vietnamese and Korean, the sheer size of the Chinese dollar, or should we say Yuan, means many brands conveniently only...

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...