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

New Year Fun Continues…

Just when you thought the new year fun was over... Well it's not. Some you you might have heard of Songkran in Thailand. If you haven't then you really, really should look at the video below. It's too fun for words. What's Songkran? Songkran is a three day festival...

Top Languages Spoken in Victoria

Key Victorian multicultural stats from the 2016 Census. IDENTITY Communications, the intelligent multicultural marketing agency has compiled key multicultural data from the latest Census: Top languages spoken in Victoria, including those with low English language...

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)...

How Lunar New Year Became A Commercial Event In The West

This article by Thang Ngo was first published on SBS World News. Major Western companies - from the big banks and supermarket chains, to department stores and luxury cosmetic brands - are splashing out on Lunar New Year campaigns. And the budgets are only going to get...

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...

Don’t try to out-Chinese the Chinese…

OPINION: Don’t try to out-Chinese the Chinese in your Lunar New Year advertising. You’ll lose. Mumbrella, 20 January 2020. By Thang Ngo Let’s play a drinking game. Scull a shot glass of Moutai every time you see any of these Chinese icons used in Chinese New Year...

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...

702 ABC Sydney Radio Cabramatta Outside Broadcast

Live radio with 702 ABC Sydney's Simon Marnie. Live radio can be nerve racking as Thang Ngo from IDENTITY found out. I had the awesome opportunity of co-hosting 702 ABC Sydney Weekends with the lovely Simon Marnie last Saturday for their outside broadcast in...

Reducing This One Factor Of Voting Could Lead To A Different Prime Minister

Informal votes should not be a third force in Australian politics - but they could change the result of the election on July 2. The last federal election in 2013 should have been the most engaged in Australian history - with a cast of Game of Thrones proportions. Full...

SunRice recreates modern migration experience in cultural campaign

AdNews, 4 February 2019 SunRice is discarding the usual cultural clichés this Chinese New Year with a new campaign that aims to create a more authentic portrayal of an Asian-Australian family. The campaign depicts a new-migrant experience - hosting their Australian...