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

Infographic: The Chinese Community In Australia

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A Corporate Cultural And Food Experience

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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...

COVID Commentary – Thang Ngo, Identity Communications

AdNews, 1 September 2021 Industry figures are leading the way in getting vaccinated against COVID-19, many of them announcing the occasion of double vax via social media. AdNews asked them about their motivation and experiences. Thang Ngo, MD, Identity Communications:...

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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...

Office of Responsible Gambling releases multilingual ‘Number that Changed My Life’ campaign

Mumbrella, 22 July 2022 The Office of Responsible Gambling has rolled out the ‘Number that Changed My Life’ campaign to raise awareness of the signs of gambling-related harm and the support available for culturally and linguistically diverse audiences. “Gambling is an...

A Slice of life in Tokyo, a view from the sushi train…

I saw the video below from a tweet by Drew Coffman. It made me smile. I couldn't take my eyes off it. The slice of life realness and the varied reactions of diners are fascinating. The GoPro image was taken by Vlogger Tkyosam, an American living in Tokyo who captures...

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...

SunRice breaks stereotypes with Chinese New Year campaign via Identity Communications

Campaign Brief, 4 February 2019 SunRice is celebrating Chinese New Year with a campaign via Identity Communications, Sydney, featuring an Asian-Australian family. SunRice is launching a national campaign depicting a new-migrant experience - hosting their Australian...