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.

%

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%

Read our Blog

Hong Kong’s neon signs might be fading but not my memory of them…

IDENTITY Communications might be the intelligent multicultural marketing agency, but our team also has heart. As Hong Kong's neon lights fade, Brenda Leung, IDENTITY's Insights Manager reflects on her childhood memories of the Pearl of the Orient. One of my most vivid...

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...

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,...

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...

Sydney Water Appoints Identity Communications To Help It Connect With Multicultural Audiences

Campaign Brief, 8 March 2017 Sydney Water has appointed Identity Communications to its panel of creative, design and multicultural agencies after a competitive tender. The appointment is effective immediately. Sydney Water is Australia's largest water and wastewater...

Lunar New Year 2020. What. Why. How?

It’s the first day of the Lunar Calendar. Commonly known as Lunar New Year, Chinese New Year and Spring Festival. It’s celebrated in China, Hong Kong, Macau, Singapore, Thailand, Malaysia, Taiwan, Vietnam, Korea and their diaspora communities around the world. The Rat...

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...

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...

Infographic: The Chinese Community In Australia

The size of the Chinese community in Australia It seems like every marketer is interested in the Chinese community. That's probably because, apart from English (naturally), Mandarin is now the most spoken language in Australia (overtaking Italian since the 2011...

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...