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.

Top 10 Countries Of Birth In Australia 2016

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 state/territory level. That has only whet Australia’s appetite for more information. If you can’t wait until the major release in June, we’ve gotten together with sister agency, Cadreon to forecast some key population figures.

Last week, we released our forecast of the Top 10 Languages Spoken in Australia. Lots of great reactions from the community. Thanks for your feedback on social and LinkedIn.

You wanted more.

So we collaborated once more with sister agency, Cadreon to forecast the top 10 countries of birth as at the 2016 Census. Cadreon is a leading data and analytics agency with the expertise to build forecast models. IDENTITY Communications, as a leading multicultural marketing agency, brings community expertise. We’ve combined our forecasts of the top 10 languages spoken in Australia and the top 10 countries of birth in a new infographic, below.

Top 10 Countries of Birth Australia Infographic

The key takeouts?

  • While the total Australian population is forecast to increase by 11% since the 2011 Census, Mandarin speakers have increased by 77%, Filipino/Tagalog by 97%, people born in China by 90%, India born by 81%, USA by 103%
  • 70% of Australia’s population growth since the 2011 Census come from migration compared to natural growth contribution of 30%
  • The Philippines is forecast to be the fifth largest migrant country of birth
  • The maps say it all, migration from China and India are major contributors to our population growth

Top 5 languages in Australia

About our forecast model

We started with the 2011 Census and added net monthly long term arrival figures from the Department of Immigration and Border Protection for the months between the 2011 and 2016 Censuses. Monthly data provides a richer data set and also reflects seasonality. We also factored in the birth and death rates. It might sound easy, but I’ve seen Cadreon’s forecast model, lift up the hood and it’s mighty complicated!

How close we’ll get, we’ll find out as 2016 Census data is progressively released.

I’m proud to say that the forecast team is as multicultural as the data set; the model was built by clever Cadreon peeps from Italian and Greek backgrounds, the data came from our team made up of Australians from Chinese, Chinese-Indonesian and Vietnamese backgrounds. You couldn’t get more multicultural and collaborative than that!

Find out more…

Got questions? Want to know more about this model and other intelligent IDENTITY tools? Interested in communicating with Australia’s growing diverse consumers? Contact us.

Debunking The Myths Around Multicultural Australia

Debunking The Myths Around Multicultural Australia

Over the years, so many “facts” have been casually dropped about Australia’s migrant population that are just wrong.

Here’s a quick guide that might come in handy at the water cooler or BBQ stopper (with the help of the Australian Bureau of Statistics Census).

All Arabic speakers come from the Middle East

Wrong. Two in five (41 per cent) of Arabic speakers were born in Australia, while the next largest countries of birth for Arabic speakers are Lebanon (23 per cent) followed by Iraq (9 per cent).

All Arabic speakers are Muslims

While 52 per cent of Arabic speakers in Australia nominated Islam as their religion in the last Census, 42 per cent practised Christianity. And I have it on good authority that all Muslims aren’t terrorists. If we’re talking about the proportion of communities who nominated their faith as Islam then some of the highest proportions are Urdu speakers (96 per cent) and Turkish (88 per cent).

Cantonese = Traditional Chinese, Mandarin = Simplified Chinese

It’s a rough rule of thumb, but it’s wrong. In the 1950s, China “simplified” the written characters by reducing the number of strokes used. Given Mandarin is the official language of China, many equate Mandarin with Simplified Chinese.

That would ignore people from Taiwan who speak Mandarin and still use Traditional Chinese characters and the Mandarin-speaking diaspora who still use traditional characters. In Australia, over 90 per cent of the print publications are in Traditional Chinese with Mandarin and Cantonese-speaking readership.

The misunderstanding arises because the majority of Cantonese speakers are assumed to come from Hong Kong and they use traditional Chinese characters. In fact, according to the Australian Census, a quarter of those born in China, speak Cantonese — that means they speak Cantonese and use simplified Chinese.

Fact: Cantonese and Mandarin are spoken forms of Chinese, traditional or simplified Chinese are written forms. There isn’t a one-to-one correlation between the written and spoken Chinese.
And while I’m at it, Mandarin and Cantonese aren’t the only languages spoken by Chinese Australians; there are more than 51,000 people in Australia who speak other Chinese languages including Min Nan, Hakka and Wu.

All people from India speak Hindi

English is the most spoken language in the home for Indian-born Australians (28 per cent) closely followed by Hindi (26 per cent) and Punjabi (25 per cent) and Malayalam (9 per cent).

Italians live in Leichhardt

Wrong. Leichhardt’s postcode, 2040 ranks 8thfor Italian speakers in NSW. The top three postcodes are 2046 (Canada Bay), 2176 (Bossley Park, Edensor Park) and 2770 (Liverpool).

Twenty-five per cent of Australians were born overseas

Technically, it’s correct, but often used in the wrong context. According to the last Australian Census (2011), 5,284,502 Australians were born overseas, making up 25 per cent of the Australian population. But that includes Australians born in the UK, USA, Canada and NZ. Factually correct if that’s disclosed, but when used to support translating communications to migrants, it’s misleading (unless you have the urge to translate into Gaelic).

If we just looked at people who spoke a language other than English at home, the figure is 18 per cent. Not inflated but still respectable.

Forty-three per cent have one parent or both parents born overseas

Again, huge number but it’s misleading for the same reason.

There are so many rational reasons why marketers and governments should be communicating with Australia’s diverse population. But those reasons should be grounded in appropriate facts.

Originally published at SBS on June 3, 2016.

Why I Don’t Label People ‘Racists’

Why I Don’t Label People ‘Racists’

In 1977, we were the first wave of Vietnamese to hit suburban Sydney. My hair was the first thing the kids at school noticed. Thick, wiry, unencumbered by products, my plume fanned out like a black lacquered miso bowl turned upside down. It was a source of tactile intrigue; just about everyone in my class had a go at patting that bowl. Eventually most of the primary school had a go.

Once the novelty wore off, it was my eyes. Ordinary to me, but apparently they slanted — “socket head”, “slant eye”, “slanty eye”, “ching chong”, “slap head” — I bore the painful slurs and queer looks daily for the first few months.

Not content with patting my head, commenting on my eyes, now they wanted me to talk. The first questions were always, “where do you come from? China? Japan?”. Painfully shy, I always disappoint mumbling, “Vietnamese”. Blank look all round. Not knowing what to do, they decide on stretching out their own eyes and continue to cry “slant eye” until they got bored and walked off, leaving me a trembling mess.

Too often we rush to “call out” racism. But how much of that is ignorance?

Then in high school it was the gay thing: “you like disco, don’t you”, “you’re a faggot, aren’t you?” I’d keep my head down, hug my backpack and walk through them as fast as I could. Once I attempted to get fit by jogging around the block. Within five minutes, the lads in a passing car screamed out “you run like a faggot”.
This is where you’d expect me to call out Australia for being a racist and homophobic country.

I won’t. Because it’s not true.

Being Asian didn’t restrict my opportunities in Australia

Overwhelmingly, Australians have been kind, generous and afforded me a fair go. Neighbours, friends, school and uni mates make more of an effort to stay in touch than I do. As a child from a penniless family, I have benefited from public housing and free university education. Today, I run an advertising agency that is part of a global communications group.

I reckon being Asian didn’t restrict my opportunities in Australia. In contrast, my step-sister in Vietnam, during the darkest years, had to pick through the rubbish tip for scrap to sell. She didn’t get to go to uni. With a little help from us, her family is now in a much better place, though her health never recovered from those hard years.
So you think I’m one of the few exceptions, a strong-willed survivor? My partner will tell you I’m a wimp, that I have a ‘girly’ voice and that I’m overly sensitive — far from being a fine, survival-of-the-fittest specimen. There are many success stories judging by the names at the top of the HSC honours list. While I get around in a Hyundai i30, others in Cabramatta are floating past in beaming Mercs.

My partner’s grandfather isn’t a racist, though the first meeting was awkward. From Far North Queensland, Granddad fought against the Japanese in WWII. He hated the Japs and he wanted me to know he hated them. After visiting with us for a few weeks in Sydney, his attitude changed. He got to know someone from an Asian culture and found, surprisingly we’re not all that different. Years later, back home, during the rise of Pauline Hanson, he became a vocal defender of the “Asians”. It was the same at primary and high school, many of the “racist” students, once they got past the physical difference, became my friends.

Playing the victim gives them power. It’s defeatist, an admission that attitudes can’t be changed.

Too often we rush to “call out” racism. But how much of that is ignorance? Ironically, by rushing in with the racist slur, we divide rather than unite. It’s easier to revert to labels than to understand the cause — Is the person worried about their job? Do they understand other cultures and religions? It’s an easy option to call it out and disengage with them. I believe people’s attitude can change when they are engaged and when they are exposed to people of different cultures. One in three people in Sydney speak a language other than English — diversity is the norm for our children. They are already engaged. The future is bright.

For now, playing the victim gives them power. It’s defeatist, an admission that attitudes can’t be changed. When I was a local government councillor in Fairfield, the residents claimed the authorities and police were “racist” by containing the drug problem in Cabramatta. The improvements in policing didn’t come from labelling the authorities racist. It came when we united and engaged and successfully lobbied for a NSW Parliamentary Inquiry into Cabramatta Police resources in 2000.

While I appreciate well-meaning people calling out racism in solidarity, sometimes we need to think twice. Stephen Fry quit twitter recently, disillusioned because that community has become “a stalking ground for the sanctimoniously self-righteous who love to second-guess, to leap to conclusions and be offended — worse, to be offended on behalf of others they do not even know”. The current US Presidential race is a case in point. Despite seemingly anti-Latino policies such as building a wall along the US-Mexico border, Donald Trump won the Latino vote in the Nevada caucus (admittedly the exit polling sample was low). Howard’s anti-asylum seekers policy were backed by the Vietnamese community leadership because they believed them to be economic refugees.
When we visit my family in Vietnam, my partner is a constant source of attention. The children run up to poke his belly, stretch his chest hair and rub his head. Fluent in Vietnamese he frequently overhears people remark how obese and clumsy he is.

Racism? Or ignorance?

Thang Ngo served as a local councillor in Fairfield for nine years (1999–2008). He is managing director of IDENTITY Communications, part of IPG Mediabrands, and publishes the noodlies food blog.

Originally published at www.sbs.com.au on March 2, 2016.