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.

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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

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)...

Multicultural Festivals: How To Engage More Effectively

A bit of common sense and strategic thinking will go a long way... Multicultural marketers will have been here before. Their agencies recommend activations at cultural festivals to engage with potential customers. The most common cultural festivals recommended by...

English language proficiency as a criterion in audience selection

Audience size and English language proficiency are often the two most critical selection criteria for multicultural marketing campaigns. IDENTITY Communications, the intelligent multicultural marketing agency agrees, and disagrees. Here's why... The audience selection...

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...

NSW Government launches gambling campaign for CALD audiences

Adnews, 15 June 2021 The NSW Government's Office of Responsible Gambling has launched a new campaign, Number that Changed My Life, targeting cultuarally and linguistically diverse (CALD) audiences. The campaign came to life after a program of in-depth research and...

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...

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...

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...

Identity Communcations Announces Kimberly Stafford as Business Director

B&T, 8 July 2022 UM’s multicultural marketing agency, Identity Communications, today announces the appointment of Kimberly Stafford (pictured, right) to the newly created role of Business Director to co-lead the agency alongside strategist Thang Ngo (pictured,...

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...