Key Statistics From The 2016 Australian Census

Key Statistics From The 2016 Australian Census

Key multicultural stats from the 2016 Census June 27 release.

The Census is the most comprehensive research into diverse communities in Australia. IDENTITY, the intelligent multicultural marketing agency, has summarised key multicultural stats from the June release of the 2016 Census below, including:

  • Top languages spoken in Australia, other than English.
  • Top 35 languages ranked by low English proficiency.
  • Top 50 countries of birth in Australia.
  • Aboriginal and/or Torres Strait Islander Status by Age and Gender.

If you find this information useful, please share – we’re happy for everyone to use.

Top languages spoken in Australia (other than English).

4.9m people speak a language other than English in Australia according to the 2016 Census. That’s an increase of 1m since the last Census in 2011. Mandarin is now our most spoken language other than English, by a long way – almost double the next language group, Arabic.

top 5 languages spoken in Australia 2016 census

All languages recorded in the Census ranked by total Australian population. To sort by a State or Territory, click on the arrow pointers at the top of the corresponding column. For example, to find the top languages spoken in NSW, click on the arrow pointer to the right of the NSW column. For top languages spoken in Victoria, click on the pointer on the right of VIC.

RankLanguageNSWVICQLDSAWATASNTACTTotal
1Mandarin2399451917936947428780478403971216312408596711
2Arabic20082579589136449292141328293613040321728
3Cantonese14333378079249009666193399727293853280943
4Vietnamese10289610343025914190172024744212154216277400
5Italian7569411227220009291062940110967653245271597
6Greek8168311070710538229934790119132452436237588
7Tagalog/Filipino69344408312837093472558593850392995182493
8Hindi6703451241181637310107476398523646159652
9Spanish6352735494210065669104159364873273140817
10Punjabi3343556171179919306122234896702215132496
11Korean599121551919620360071075063602370108997
12German230331971416488645393201576842191379353
13Tamil2968125662552027016888306516188373161
14French23743193131198827209597820646204770873
15Urdu2972223205495729425368291441236969293
16Indonesian300321678255511822109342531191132567891
17Macedonian281442948712646335849182659966019
18Sinhalese1123437423590726404939222527172164612
19Nepali34606104145918450428311647121986662005
20Turkish216203183220546971727885328558355
21Persian (excluding Dari)220441643467134745670359315193758313
22Croatian211562050440093075555627043227256885
23Japanese17319114801687722005859601506111655966
24Thai2483911669812619556403490866107755444
25Bengali3168710992368324063263148432194154566
26Serbian214881705747594175503812761109553801
27Malayalam13881169507614369275442541274199453206
28Gujarati18873150596065434574358027573952888
29Russian187631768560053289321831713489550314
30Portuguese23003730186341550707010953265448853
31Polish1412415175522456775978685118108948083
32Samoan1654411609149691559434911748644869
33Afrikaans773555601252523621420837530865243741
34Khmer11694147202545425515692625136935428
35Telugu1245613158344213252169110255151934435
36Dutch8686860071572551510090324358233835
37Non-verbal, so described11716920648602219361136639879033179
38Maltese1232716898135784638719615331987
39Dari9139123862129340828221601536830437
40Assyrian Neo-Aramaic20317756727414124304428349
41Hazaraghi483190601611392225601324410022272
42Chinese, nfd711570952330129212112326263719979
43Hungarian653367303478140912321298929019895
44Malay2838494818931015589918914332617942
45Min Nan7210574913278102481356320017905
46Tongan10286325730541304404112236417691
47Chaldean Neo-Aramaic93417779357300817172
48Burmese490141761202514490410816834816321
49Bosnian38855881254914061877612513815832
50Somali124474572441415252818264514176
51Marathi5969387910387081066565328813055
52Romanian2451512523659681857482511512955
53Inadequately described324642742381793136231218429012847
54Dinka201048691781178016001110453712701
55Maori (New Zealand)2429168042642222859521785811747
56Swahili1773244722622004236414323223811460
57Shona25832129175762432155135632411037
58Hebrew34685177716189623221613310341
59Karen8275175140435020671684822810270
60Armenian78432005115111103402410194
61Auslan2695287423368529412046115510112
62Lao5404199986370822620477189983
63Kannada3663365583945380132302259701
64Pashto2654469253259054615211849233
65Albanian77268345125794041420489181
66Hakka16795533488935956531478989
67Swedish3317190519403961009120662068956
68Australian Indigenous Languages, nfd61015922996181545213482448803
69Fijian452510081700172370341751318145
70Czech339215621394484783124511507938
71Southern Asian Languages, nfd27482841104238968031581187915
72Ukrainian22082836706109761752181417676
73Kriol319364323760439007155
74Amharic76937246854988901519876812
75Kurdish26541604592754533194426199
76Yumplatok (Torres Strait Creole)78255901410305546171
77Serbo-Croatian/Yugoslavian, so described18281913895507811137886061
78Finnish15899682115260417115424735962
79Danish17281089163128676698571185777
80Slovak223815887313634142710615437
81Maori (Cook Island)161214681609633081021285107
82Creole, nfd13384434141061728203684939
83Chin Haka1663143150574720124204806
84Tigrinya37822157113257451254764583
85Djambarrpuyngu036000427504282
86Mauritian Creole76223688219929314194200
87Slovene1269173646626520022171084089
88Bisaya102580893731466745152974061
89Tok Pisin (Neomelanesian)6433151887866032292943741
90Burmese and Related Languages, nec3091828525356312543293407
91Wu2150936106725130623384
92Pitjantjatjara813141847364386833125
93Kirundi (Rundi)2473241002878576243973097
94Akan174248620911042313111053095
95Oromo11521011831344057918123047
96Latvian87510072774921612815972950
97Norwegian9645237171723703820912898
98Cebuano7567055352344502078422820
99African Languages, nec8455714652884804638592786
100Fijian Hindustani14645355424552019452710
101Bulgarian8437044113343301815242682
102Krio13152922621623463491152530
103Yoruba6356723811494622450932465
104Hmong151573166700430182449
105Konkani830967194108255813442416
106Other Southern Asian Languages3061821306211591975332398
107French Creole, nfd36712151822355204402385
108Warlpiri7161550390217132304
109Rohingya964566609512301942248
110African Languages, nfd6026263501404022226542232
111Nuer19160113669289103402157
112Mongolian150718119446121120882144
113Tiwi669830200602040
114Igbo71645023714625031471522035
115Pidgin, nfd78190154450171181462021
116Lithuanian722654165244151295361999
117Murrinh Patha484030195801973
118Irish586412299734732425401941
119Estonian6082903141174112155201844
120Kunwinjku000030170301710
121Welsh4343003651473652317431688
122Sindhi458574259111101311691592
123Alyawarr0019300152301548
124Yiddish1371294284277051495
125Anindilyakwa0019000145801484
126Tibetan857391813522190741473
127Indo-Aryan, nfd61134922660951210281400
128Ndebele35620319851420387491363
129Sign Languages, nfd388200415981243618121296
130Ngaanyatjarra0004109701101112
131Tetum30033763411177222201105
132Zomi63620234181313001104
133Acholi72111420143253552801089
134Norf'k-Pitcairn12591663110331035
135Uygur28927150397100031025
136Gaelic (Scotland)317247177481611915221006
137Burarra0060309860995
138Kalaw Kawaw Ya/Kalaw Lagaw Ya12393003080957
139Luritja300152709040955
140Tokelauan4552840213410170953
141Burmese and Related Languages, nfd58379879628826010951
142Madi18542286148172731413934
143Iranic, nfd296326848991035891
144Kinyarwanda (Rwanda)1449835013712016013880
145Cape York Peninsula Languages, nec03854030130875
146Bari7916993147319191912853
147Arrernte, nec871631707800840
148Niue3111082691080803787
149Bemba618187215133612783
150Guugu Yimidhirr0776500000775
151Yolngu Matha, nfd279400806330724
152Martu Wangka0000720070724
153Oriya3132365823434041721
154Indo-Aryan, nec3352174443567314716
155Swiss, so described1711142183512820209711
156Ilonggo (Hiligaynon)22017613056965173696
157Motu (HiriMotu)5427543131302215693
158Arrernte, nfd0033006740688
159Zulu1701101074416493721664
160Mon-Khmer, nec39128462032205655
161Aboriginal English, so described169311889011902523651
162Tulu191230502488070585
163Mandinka1216316217348870582
164Harari1751417425000576
165Papua New Guinea Languages, nfd5632410142731911570
166IIokano2221357337750226559
167Ewe1551198368940918541
168Dhivehi62168615914710327539
169Anmatyerr, nec0003005210531
170Fulfulde243415243136039525
171Seychelles Creole51271667275000522
172Uzbek728715416929308518
173Luganda1381487434853311498
174Timorese125263156230580498
175Nyungar15211211419080475
176Wiradjuri3722237000319457
177Tswana931068437904723451
178Wik Mungkan0344200000450
179Azeri1881005416566017445
180Catalan1641327218371108443
181Western Arrarnta00014004220440
182Yankunytjatjara1343110802870420
183Nyanja (Chichewa)43664540196121015416
184Gurindji3030303900405
185Gilbertese6653189191803513387
186Eastern Arrernte0064003810385
187Yindjibarndi0000375000377
188Assamese1401393412370025373
189Maung0000003760371
190Rotuman2061798426375363
191Other Australian Indigenous Languages, nec1691457302844168362
192Turkmen15555366624003336
193Torres Strait Island Languages, nfd1142920130163335
194Dhuwaya0000003340334
195Kuku Yalanji0032600000323
196Warumungu0063303020321
197Bardi0000318000321
198Nauruan1314314700007312
199Ngarrindjeri5402923070312
200Manyjilyjarra0300310000311
201Latin10398592015707309
202Southeast Asian Austronesian Languages, nec8856791451439305
203Lingala22368259674190301
204Solomon Islands Pijin66111425360817294
205Southeast Asian Austronesian Languages, nfd73454514106063291
206Icelandic7543811664000286
207Walmajarri0000279070283
208Mon23358125600143282
209Nunggubuyu0000002760276
210Pacific Austronesian Languages, nec71341151115079267
211Bislama77361051075713266
212Dhuwal, nfd0000002650266
213Liberian (Liberian English)52576938230103251
214Balochi56251415142003251
215Tuvaluan2360148010053249
216Cypriot, so described8711112313040249
217Pampangan997344820000249
218Anuak34221061657300242
219Ngarinyman00001202200234
220Shilluk12200004004231
221Ga8141302838037227
222Wangkatha0380213000225
223Dan (Gio-Dan)629182831000222
224Key Word Sign Australia544270629033218
225Meriam Mir00195030210217
226Jaru0000207030217
227Kashmiri78891669008215
228Nyangumarta0000211000211
229Kuuk Thayorre0020400030205
230Hausa64572019321105202
231Balinese6932409370130199
232Georgian10373790003198
233Moro (Nuba Moro)542852053500188
234Belorussian4781161913003187
235Kune0300001750180
236Ndjebbana (Gunavidji)0000001730177
237Tigre410361535004170
238Kija0000162000169
239Romany319613321300167
240Mandaean (Mandaic)853224714000164
241Czechoslovakian, so described7328201817303161
242Xhosa412735933004159
243Eastern European Languages, nfd40385964000157
244Miriwoong00001390130156
245Papua New Guinea Languages, nec26276944736152
246Pintupi0000600800147
247Gupapuyngu0000001450146
248Mayali0000001460145
249Wajarri05001080270145
250Adnymathanha0001300030140
251Kikuyu214052537080137
252Luo243024732037135
253Gooniyandi0000134000134
254Invented Languages3237152313304131
255Kukatja0000121090130
256Garrwa00120001170129
257Dhuwala, nfd0000001250125
258Iwaidja0003001120123
259Kaytetye0000001180122
260Other Eastern Asian Languages, nec58193433060120
261Dravidian, nec44481403000118
262American Languages362826412034116
263Gumatj0000001160116
264Tatar390860400113
265Bandjalang9131600000113
266Bikol292825168003111
267Djinang, nfd0000001070107
268Gamilaraay6902500003105
269Anmatyerr, nfd0000001010105
270Banyjima0000105000104
271Acehnese54033015000104
272Other Australian Indigenous Languages, nfd27032000410102
273Mudburra00000090092
274Gudanji002500062091
275Djapu000037049090
276Gumbaynggir87030000090
277Galpu00000089089
278Mann112918211000088
279Other Southern European Languages, nec22361171300085
280Pacific Austronesian Languages, nfd229490600085
281Turkic, nec20151132100080
282Javanese2118541403778
283Bassa24193151006377
284Loma (Lorma)332472603075
285Themne530100000069
286Krahn722923600368
287Mangala00006800068
288Basque1513430400065
289Lardil00650000065
290Dhalwangu00000061062
291Iban97893300062
292Yorta Yorta35500000062
293Wambaya00000060061
294Yawuru030044017061
295Nyikina00006000061
296Other Southeast Asian Languages214134900358
297Na-kara00000058058
298Wangurri00000058058
299Sign Languages, nec2017170030356
300Frisian1414167300555
301Oceanian Pidgins and Creoles, nec39400003355
302Ganalbingu00000053054
303Kaurna00045400053
304Kuninjku00000051051
305Liyagalawumirr00000051051
306Wardaman00000050050
307Spanish Creole, nfd326100000749
308Gun-nartpa00000049049
309Letzeburgish167501000048
310Aromunian (Macedo-Romanian)34300000047
311Tai, nec11790003846
312Gurr-goni00000046046
313Bilinarra00000044046
314Gundjeihmi00000040046
315Djabugay00460000046
316Dhangu, nfd00000045045
317Middle Eastern Semitic Languages, nec28734300044
318Girramay00440000044
319Rembarrnga40000037043
320Ngarluma00004200042
321Paakantyi291000000042
322Bunuba00004100041
323Karajarri00003900041
324Kiwai00340009040
325Yanyuwa00000035039
326Yinhawangka00003900039
327Ngarinyin00003803038
328Eastern Asian Languages, nfd160200000038
329Chinese, nec13903300034
330Dhanggatti32000300034
331Celtic, nec17564400031
332Iberian Romance, nfd163140000030
333Celtic, nfd32140000329
334Daatiwuy00000029029
335Ngaliwurru00000025029
336Dhuwal, nec00000028028
337Dharawal27000000027
338Ngan'gikurunggurr00000028026
339Warlmanpa00000023026
340Kimberley Area Languages, nec00002600026
341Narungga03021004025
342Nyamal00002300025
343Iberian Romance, nec13353000024
344Batjala00170000024
345Jingulu00000023023
346German and Related Languages, nfd9073500322
347Ritharrngu00000022022
348Bidjara0663000022
349Kartujarra00002100021
350Scandinavian, nec3060400020
351Cape York Peninsula Languages, nfd00130000719
352Waanyi00300016019
353Kariyarra00001900019
354Kpelle3383500019
355Iranic, nec16900000019
356Middle Eastern Semitic Languages, nfd10060000019
357Yidiny00130000019
358Dhay'yi, nfd00000018018
359Wagilak00000018018
360Wagiman00000018018
361Oceanian Pidgins and Creoles, nfd4540008018
362Arnhem Land and Daly River Region Languages, nec0090008018
363Yugambeh00180000018
364Warramiri00000018017
365Rirratjingu00000017017
366Southwest and Central Asian Languages, nfd8050000017
367Liyagawumirr00000016016
368Jawoyn00000011016
369Yulparija00001600016
370Southeast Asian Languages, nfd3443300016
371Kukatha00011000016
372Other Eastern Asian Languages, nfd11000000016
373Marrithiyel00000015015
374Wubulkarra00000015015
375Arabana00014000015
376Djinba, nfd00000014014
377Larrakiya00300011014
378Wergaia01400000014
379Other Eastern European Languages, nec7330300013
380Muruwari30001100012
381Finnish and Related Languages, nec3303000012
382Portuguese Creole, nfd3800000012
383Finnish and Related Languages, nfd9030000011
384Tai, nfd8000000011
385Yapese01260000011
386Wurlaki00000013010
387Malak Malak00000010010
388Wangkajunga00001000010
389Other Eastern European Languages, nfd0003800010
390Kuuku-Ya'u11000000010
391Koko-Bera0060000010
392Wunambal000090009
393Other Languages, nfd033000009
394Djinang, nec000000808
395Madarrpa000000808
396Marra000000808
397Dyirbal003000308
398Tjupany000080008
399Kayardild008000008
400Scandinavian, nfd000000008
401Marrangu000000707
402Worrorra000070007
403Turkic, nfd004300006
404Maringarr000000505
405Palyku/Nyiyaparli000090005
406Diyari000000005
407Dutch and Related Languages, nfd000000005
408Dhangu, nec000000404
409Eastern Anmatyerr000000404
410Malngin000000304
411Alawa000004004
412Githabul800000004
413South Slavic, nfd330000004
414Kanai040000004
415Keerray-Woorroong030000004
416Gurindji Kriol000000303
417Manyjalpingu000000303
418Nhangu, nec000000303
419Ngardi000030003
420Warnman000030003
421Other Southwest and Central Asian Languages, nec700000003
422Gudjal003000003
423Lamalama003000003
424Wangkangurru003000003
425Badimaya000000003
426Baltic, nfd000000003
427Southern European Languages, nfd000000003
428Wik Ngathan000000003
Total1,882,0021,538,746557,678274,067435,23927,26667,46186,6594,871,626

Note, English not included, Other Territories not included.

Top 35 Languages Spoken at Home ranked by Low English Proficiency.

To sort by other variables, please click on the arrow pointers at the top of the desired variable column.

RankLanguageWellNot WellTotalNot StatedGrand Total
1Mandarin4379181554185933383372596711
2Vietnamese188801867062755061896277400
3Cantonese209203701622793611583280943
4Arabic266667518683185373186321728
5Greek197651376192352672321237588
6Italian232917349932679103690271597
7Korean7336534748108108886108997
8Spanish123821155901394111402140817
9Punjabi117346138321311731315132496
10Other Chinese Langs36340136624999928550284
11Other Indian Langs12481812810137627988138617
12Thai43256116645492252655444
13Turkish47044107445778557158355
14Persian (excluding Dari)47176106435782448958313
15Macedonian54777105086528673366019
16Serbian4422790365326054153801
17Japanese4692286125553943155966
18Hindi15075376211583751273159652
19Russian4243475544998433450314
20Croatian4901772735629359856885
21Aust Indigenous Langs 55371718962558220464762
22Tamil6594266497259157773161
23Urdu6258759956857871469293
24Indonesian6151358706738750267891
25Tagalog/Filipino17520455371807411756182493
26Polish4254050944763144848083
27Bengali5001941995421535354566
28Samoan4046635724403982644869
29Sinhalese6085933216417743664612
30French6722129837020666870873
31Maltese2927222663153944631987
32German7619122627845690079353
33Other SE Asian Langs2681919872880326929073
34Dutch326757743345138333835
35Afrikaans428026564346028743741
Total4,009,194810,0024,819,19452,4484,871,647

Note: top 35 language groups shown. Total all non-English includes all languages other than English.

Top 50 Countries of Birth by Age.

RankCountry0-910-1920-2930-3940-4950-6970+Total
1Australia262052822745532097998189395119887293327196141187715614834
2England22017467045491880365137572356337209667907568
3New Zealand243304990975321880789657414954234707518462
4China (excl SARs and Taiwan)1131242059156460987096439410561031016509558
5India2443827431101364170120593005392818802455385
6Philippines961023487315835338546779592478296232391
7Vietnam350189562812940750508637357013577219351
8Italy95214056759751375976170188117174042
9South Africa5233179522180726778366314215511884162450
10Malaysia4303101932637428396208963807810132138363
11Scotland19104368566510162159374984131539119416
12Sri Lanka38387342149472653620123281448921109850
13Germany1061272361439858107733814833883102594
14Korea, Republic of (South)3286814023690275651808914627337898775
15Greece7721586174625124635319555054593740
16Hong Kong (SAR of China)2393592218338168711070028474419786886
17United States of America70781025212985150901297122054569086126
18Lebanon833196456451159316668318801006278649
19Ireland3156301899751959010788177261063174891
20Indonesia2267617115167197091250813065432673218
21Netherlands7561492217736665576282422825970172
22Iraq3001652312607135961322214852354067353
23Thailand35187522135272148611048839273166228
24Pakistan5727569417608187567530585773061918
25Fiji79528606180141751314619737457561472
26Iran2685502686362030089119906265358112
27Singapore33916183108388599898313859308754934
28Nepal1483375725633184913512172615354757
29Taiwan1223196816154145134902709396646822
30Afghanistan1602550414147114877306590584146799
31Poland295516195874515553179321166845370
32Croatia108226192128234059182891625943687
33Canada2041274166609590846210787277443053
34Japan22893575646810823105507136158542420
35Bangladesh200023429544160266572445628441237
36Egypt1480276224585634387513903966739776
37The FYR of Macedonia15446317643894562418701838638986
38Malta611743277701425187791607837609
39Zimbabwe54936855062707578699270127634789
40Cambodia515134640016736741210697244033152
41Myanmar63928686545724756517206250632656
42Turkey47083025695167809711597344332183
43France100816066636723448166928288931120
44Papua New Guinea73025062538411687818689143628803
45Wales490128419133021462610589613028046
46Brazil62611898103116363516216339427625
47Chile2985841954439552459739387026082
48Mauritius27211582878491031168627336724324
49Samoa56818382705406054658148122924016
50Bosnia and Herzegovina723473423432639228982287123959

Note: Total All Countries include all countries of birth (not just the top 50).

Aboriginal and/or Torres Strait Islander Status by Age and Gender.

 0-45-1415-2425-4445-5455-6465+Total
Males37,76875,29263,28378,78831,65421,44613942322173
Females35,49671,83660,42882,47135,76223,99517012327000
Total73,265147,133123,718161,25667,41545,43830,952649,177

The Australian Bureau of Statistics will be making more data available via Table Builder next week. And even more data will be released in October.

If you have any questions, please leave a comment or email us from the contact page!

Top 10 Languages Spoken in Australia – 2016 Census

Top 10 Languages Spoken in Australia – 2016 Census

The top languages spoken in Australia confirms our changing diversity.

The Australian population as at the 2016 Census was 23.4m people, compared to 21.5m in 2011, up 8.8%.  The 2016 Census data released today confirms the changing face of Australia. Italian, is now the fifth most spoken language, other than English. It was number one at the 2006 Census and number two in 2011. 

One in five Australians now speak a language other than English at home.

Growth in Asian and Indian languages are obvious. The most dramatic is Mandarin, now almost double the next largest language group, Arabic. Mandarin has grown by over 170% in the decade to 2016. The total number of Chinese speakers (Mandarin, Cantonese, Wu and others) now exceed 927,000 (our earlier prediction of 1m was pretty close!).

Top 10 Languages Australia 2016 Census

The growth is even more obvious when we graphed the growth (or decline) of the top 5 languages spoken in Australia.

Top 5 languages spoken in Australia

Languages other than English spoken at home, 2016 Census.

You’ll hear dramatic stats about the number of people born overseas or have at least one parent born overseas. This is potentially misleading because it includes those born in the UK, NZ, USA and other English speaking countries.

If you’re looking at targeting people from different cultures who might speak other languages then the table below might be more relevant.

Low English proficiency Australia

The number of people who speak a language other than English at home has increased by almost 1 million to 4.9m, which is 20.8% of the Australian population. The number of people with low English proficiency has also jumped to almost 820,000.

A Corporate Cultural And Food Experience

A Corporate Cultural And Food Experience

You can rack up big bucks on corporate entertainment, or stand out from the crowd and give them an rich and interesting cultural experience. IDENTITY Communications, the intelligent multicultural marketing agency has a suggestion…

Last year a PwC report found report found that 82.7% of people who work in media and entertainment are monolingual and speak only English at home. Most live in Sydney and are clustered round the Inner West and Eastern Suburbs with the top 10 suburbs shown below:

  • North Bondi
  • Newtown/Camperdown/Darlington
  • Leichhardt/Annandale
  • Surry Hills
  • Potts Point
  • Bondi/Tamarama/Bronte
  • Coogee/Clovelly
  • Paddington
  • Randwick
  • Redfern/Chippendale

This is dramatically different from the demographic make up of Sydney, where one in three speaks a language other than English at home (2011 Census, ABS). According to ThinkTV research released this month, “media and advertising types are living in a bubble called AdLand“.

Cabramatta main street

John street, Cabramatta

Last year, a media agency contacted IDENTITY Communications to run a food tour for their team of 20 people. The team has done just about everything; fine dining with lots of booze and other typical corporate bonding activities. Encouragingly, the group director really wanted his team to experience cultures and geographies outside of the inner city, eastern suburbs bubble. We jumped at the chance. The half day adventure was a roaring culinary and cultural success which is still talked about today.

While the cultural diversity of clients is probably more balanced than AdLand, a food tour of Sydney’s diverse suburbs can also be an eye-opener, and help clients and agencies understand their customers. It makes an imaginative and interesting change from the usual fine dining and boozing.

Merryland Taste Food Tours

As I discovered recently during a Merrylands experience run by Taste Food Tours, a three hour cultural and food tour costs less than a typical three course fine dining experience. Not only do you feel richer for the experience, the walking and talking burned more calories than sitting on plush chairs being looked after by uber cool waiters.

Merrylands was part of the Holroyd Council before it merged recently with Auburn to become Cumberland Council. Just over half of the residents of Holroyd Council spoke a language other than English according to the 2011 Census. The area is home to a sizeable number of migrants from Iran, Afghanistan, Pakistan, Lebanon, China and India. This Taste Food tour was called From Afghanistan to Persia, an evening experience coinciding with Ramadan.

Afghan mantu Merrylands

Afghan Mantu, Bahar Restaurant, Merrylands

Seven stops, seven different food experiences and an opportunity to talk with the hard working, humble owners of these amazing eateries. If you have a sweet tooth, check out Asal Sweet for their Persian cakes and pastries or Shiraz for the alluringly named dessert, rice in rose water and saffron ice cream. Love dumplings? Mantu (above) is a must-try; the skin is thick and firm, inside it’s a mixture of lamb mince, onion and spices. They’re served with a sauce made of yellow split peas, tomato, onion, garlic. Yogurt is also poured over the top. If you love your meat, Kebab Hojat is your stop – the charcoal grill will make your mouth water (below).

Kebab Hojak Merrylands

Kebab Hojat, Merrylands

Photos and videos used are courtesy of noodlies, Sydney food blog. You can read more about Taste’s Afghanistan to Persia food tour at noodlies.

If you’re looking for a different and interesting experience than the usual, pricey fine diner – a cultural food tour might tick all the boxes.

UPDATE: I did Taste Food Tour’s Ramadan Night Markets in Lakemba last night. It was amazing, check out the video below.

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Credit: This amazing Merrylands experience was thanks to Taste Food Tours (they do heaps of tours all over Sydney).

NITV And IPG Mediabrands Announce Unique Indigenous Partnership

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 our screens, in our TV commercials and in the staff that creative and media agencies hire. For decades, multicultural marketing agencies have highlighted the benefits of multicultural marketing. The industry has long argued that advertisers should invest more advertising budget to multicultural or “ethnic” marketing.

NITV IPG Mediabrands Partnership

L-R: Wei Ng (IDENTITY Communications), Mark Ella (NITV), Danny Bass (IPG Mediabrands), Glenn Hamilton (NITV), Thang Ngo (IDENTITY Communications).

IDENTITY Communications are hugely proud to lead an IPG Mediabrands-wide initiative aimed at increasing investment in Indigenous media as well as improving employment opportunities Indigenous Australians. The NITV and IPG Mediabrands partnership announced this week is a first in Australia. The partnership is supported and sponsored by Danny Bass, IPG Mediabrands CEO.

We’re hugely proud to play a role that takes the debate beyond debate and criticism, to providing one solution to this complex issue. Details of the Indigenous partnership between NITV and IPG Mediabrands are contained in the media release below.

IDENTITY will be announcing other Australian first multicultural marketing initiatives in coming months.

MEDIA RELEASE

NITV AND IPG MEDIABRANDS ANNOUNCE UNIQUE PARTNERSHIP

May 23, 2017: Australia’s National Indigenous Television network (NITV) and IPG Mediabrands have announced a unique partnership to raise awareness of the potential of Indigenous audiences within IPG Mediabrands’ client base. The partnership aims to increase investment from Mediabrands on NITV to help support more production of Indigenous content on the network.

NITV is a free-to-air channel led by and focused on Aboriginal and Torres Strait Islander people. The channel commissions or acquires content primarily from the Indigenous production sector. It was founded in 2007, then launched as part of SBS in 2012 and currently reaches more than two million unique viewers a month. It is available in 95% of Australian homes.

The agreement is a first in Australia. NITV will help Mediabrands businesses develop a greater understanding of Indigenous communities and help develop insights, strategies and connections for client teams. Mediabrands will help NITV unlock greater investment into Indigenous media and create opportunities for improved representation across the marketing industry.

NITV Executive, Mark Ella said, “Australia’s Indigenous audience are sometimes stereotyped by advertisers who overlook the rich diversity of our people. This partnership will help us to understand what clients are looking for and bring the potential of our audiences to Mediabrands’ clients in an authentic way. It is a true partnership that offers both sides unique benefits.”

Danny Bass, CEO of IPG Mediabrands Australia, said there was both a need and a responsibility for the Media Industry to be far more inclusive of Indigenous people and minorities. “Our industry is a major contributor to helping shape the culture of Australia and that culture has been shaped in great part by our Indigenous People. The partnership with NITV is a two-way lens for brands and Indigenous people to influence each other in the digital world. More broadly, Mediabrands is fully committed to providing roles for Indigenous people within our business.”

At IPG Mediabrands the partnership with NITV will be led by the group’s multicultural division, IDENTITYCommunications. Thang Ngo, Managing Director of IDENTITY Communications, said, “Diversity and representation are topical issues in the industry. This partnership moves beyond debate and criticism to solutions that aim to make a tangible difference.”

The partnership allows for joint internship programs and NITV support in development of an IPG Mediabrands Reconciliation Action Plan (RAP).

The partnership is effective immediately.

Ends.

5 Trends That Will Change Multicultural Marketing In Australia Forever

5 Trends That Will Change Multicultural Marketing In Australia Forever

IDENTITY Communications are predicting the multicultural marketing industry in Australia will change dramatically in 2017.  Here’s why.

We’re not talking about terminology and semantics which have changed over time such as NESB (non-English speaking background) and LOTE (languages other than English) being replaced by CALD (culturally and linguistically diverse), refugee with asylum seeker, ethnic marketing with multicultural marketing

Beyond descriptors, we believe there are five key trends in multicultural marketing that will change the industry forever. And it will happen in 2017.

Multicultural Marketing

1. Census 2016
The multicultural industry relies on Census data to quantify the size of the opportunity. Size and English language proficiency are two data points referenced frequently by multicultural agencies. While Census 2016 isn’t in itself a trend – it’s the trend in the data that will make a big splash.

We predict when the Australian Bureau of Statistics (ABS) releases the full 2016 Census data on 27 June, the multicultural opportunity will be more compelling than ever before. We’re predicting it will show the Chinese speaking community in Australia will pass 1 million people for the first time and that Mandarin, followed by Cantonese, will be the two most spoken languages in Australia (other than English). Our modelling suggests Australia’s population will increase by 11% between the 2011 and 2016 Censuses, however, the China-born population will increase by 90% during the same period.

2. Data, Insights & Strategy
While Census 2016 will help multicultural marketing agencies get in front of the client, the general lack of CALD data and insights to inform strategy will continue to be a major set-back. Roy Morgan, with relatively small migrant sample sizes, is of limited help. There are still no independent media consumption data sources for in-language print, radio and TV (most print publications are not audited) and consumer insight research is severely lacking for CALD audiences.

Similarly, it’s not enough to respond to a client brief with a media schedule. Those days are over. Clients expect data, insights and strategic thinking to inform the agency’s recommendations.

Multicultural marketing is more than translation and agencies that invest in data, insights and build up their strategic offering will gain a significant competitive advantage.

3. Collaboration & Consolidation
Multicultural agencies have tended to work independently of ‘mainstream’ media and creative agencies. That’s another agency in addition to media, creative, digital, PR, social and search agencies for a time-poor client to manage. There’s been a trend back to the full service agency model, and we believe it will impact the multicultural marketing sector. Multicultural agencies that understand how mainstream agencies work and can collaborate seamlessly, will reap the rewards. Similarly multicultural agencies that are part of a larger mainstream marketing communications group will benefit by being a part of that group’s comprehensive offering.

4. Shift from Traditional Media
The shift from in-language traditional media to digital, social and mobile is on. It’s no longer enough to spend the bulk of a client’s budget on ethnic print or radio channels. And increasingly, it’s not enough to recommend a couple of Facebook and WeChat posts as add-on. Programmatic, data, retargeting, building ‘look alike’ audiences, community management, influencer marketing, search and SEO are expertise that will distinguish successful multicultural marketing agencies from the also-rans.

5. Multicultural is dated?
Just as multicultural replaced ethnic, CALD replaced NESB, there’s an argument that multicultural is an out-dated concept. Supporters of the change argue that multicultural often refers to different ethnic backgrounds, but if we’re talking about embracing diversity what about sexual orientation, indigenous, age, ability, etc. In California, Latinos have outnumbered Whites since 2015 – what’s multicultural and what’s mainstream in this context? Rather than differentiating with multicultural, should we not look at cultural marketing that recognises similarities and differences? Some say polyculturalism should replace multiculturalism.

Whatever term we’ll end up using in the future, the undeniable truth is that cultural diversity is here to stay and clients are looking to their agencies for effective strategies to reach this valuable and growing market.

Thoughts?
That’s our view. Do you agree? Are there any other trends in multicultural marketing that you’ve picked up? We’d love to hear your thoughts.