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.

;

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

What products do new migrants need?

New migrants are an immediate source of potential consumers for your brand. Brenda Leung, Identity Communications Insights and Production Manager writes about some of the potential. Australia has been a “nation of settlers” since the European settlements in the late...

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...

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...

Brands cashing in on Year of the Rat, 2020.

IDENTITY Communications previews some limited edition Year of the Rat goodies that could be yours in 2020. The global luxury-goods market will grow to US$386 billion by 2025 and Chinese consumers will account for 44 percent of that market. It's no wonder Western...

Top Languages Spoken in NSW

Key multicultural stats for NSW from the 2016 Census. NSW is one of Australia’s most culturally diverse states where one in four (25%) speaks a language other than English at home. In Sydney the figure rises to one in three (36%). This is due to the high concentration...

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...

Should SBS Relocate To Parramatta?

“SBS should move to Parramatta. That should be their head office. They could clearly differentiate the organisation and go to the – as we know – absolute centre of Sydney, which is the centre of all sorts of ethnic groups.” With this statement, the chairman of FreeTV,...

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...

Using WeChat to reach Chinese consumers in Australia

How to reach Chinese audience in Australia with WeChat Are you interested in Marketing to Chinese consumers? Nolan Yu, a former PR ninja in Shanghai, now a media warrior in Sydney, writes this guest post about WeChat, the Chinese social platform that 'rules them all'....

Cashing in on Chinese New Year

Money talks! How these brands are cashing in on Chinese New Year. Even though the Lunar New Year is celebrated by many communities such as Vietnamese and Korean, the sheer size of the Chinese dollar, or should we say Yuan, means many brands conveniently only...