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

SunRice brings cultures together in Chinese New Year campaign

Mumbrella, 5 February 2019 SunRice has launched a new campaign which attempts to bring different cultures together over rice. The ad, which has been created for Chinese New Year, features a new migrant family hosting their neighbours for dinner. The long silence is...

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...

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...

MLA CAMPAIGN WINS AT 2016 AMMAS – B&T Magazine Media Coverage

B&T Magazine, 7 December 2016 The winners of the 2016 Australian Multicultural Marketing Awards (AMMAs) were revealed at the Sydney Opera House last night, with the latest lamb campaign by Meat & Livestock Australia and independent agency The Monkeys receiving...

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...

The right balance in multicultural marketing

Since our SunRice campaign launched during Lunar New Year, we've had lots of interest from clients and prospects. They're particularly interested about IDENTITY Communication's view on multicultural talent in creative. I always start with this story..."Box Hill is a...

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...

Top 10 Countries Of Birth In Australia 2016

The main Australian Census data is scheduled to be released on 27 June. We couldn't wait that long. Here's our prediction... This month the Australian Bureau of Statistics (ABS) released a teaser to last year's Census - the 'typical' Australian at a national and...

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...

IPG’s Identity Breaks Stereotypes With SunRice Chinese New Year Campaign

B&T Magazine, 4 February 2019 One of Australia’s most successful food companies, SunRice, is discarding the usual cultural clichés this Chinese New Year for a more authentic portrayal of an Asian-Australian family. SunRice is launching a national campaign...