Australia is now super-diverse: 52% of Australians have at least one parent born overseas, and almost one in three speak a language other than English at home (ABS 2021 Census). Yet only 7% of national ad spend targets these audiences in-language and in-culture (Multicultural NSW Advertising Report 2024). The brands breaking through aren’t shouting louder in English; they’re orchestrating cohesive, culturally nuanced and intelligent campaigns across every channel their audiences actually use.
The Research Says One Channel Is No Longer Enough
Recent studies underscore the superiority of cross-channel approaches in multicultural marketing. Nielsen’s 2023 Annual Marketing Report highlights that integrated campaigns across multiple channels boost ROI confidence, with 62% of global marketers using multi-tool measurement for cross-media insights. Yet only 54% feel confident in digital ROI alone, emphasising the need for unified strategies. In Australia, Nielsen’s Ethnic-Australian Consumer Report reveals migrant FMCG spending growing faster than Australian-born consumers, projecting $18.7 billion (28% of total retail) from multicultural shoppers.
Multicultural NSW’s 2024 Media Review reinforces this: integrated campaigns blending traditional multicultural media and in-language digital media outperform single-channel efforts by 2–4× in engagement. Kantar/Google’s 2023 Multiculturalism Survey adds that newcomers (recent migrants) prefer familiar channels that are in language and see 117% YoY growth in culturally relevant searches, such as Lunar New Year queries, driving 37% higher purchase intent via cross-channel exposure. Econsultancy’s 2024 ANZ report confirms: a majority of Aussie firms report cross-channel marketing delivers ‘major impact’ on objectives like acquisition and awareness.
The Leba Advantage: Australia’s Largest Multicultural Ecosystem
As Australia’s leading CALD advertising provider, Leba offers unmatched access to over 68 communities through the nation’s broadest integrated portfolio, all under one roof:
- 150+ ethnic print titles (2.8M copies annually)
- Almost 200 radio stations with 13,000+ hours of weekly programming across 134 communities
- Pay-TV and SVOD channels
- Large array of Digital Multicultural-specific options
- Chinese Social Options
- Multicultural OOH and activations
This exclusive inventory enables true cross-channel synergy: unified planning, Translation & Production, Cultural insights, seamless execution, and measurement. With multicultural consumers wielding $240B in annual spending power, the smartest marketing investment isn’t the biggest budget; it’s the one that reaches every corner of our diverse nation with one unified, authentic voice.
Only Leba can make that happen at scale. Let’s build your cross-channel synergy and turn Australia’s diversity into your biggest growth engine.