In today’s diverse and interconnected world, advertising must evolve beyond platform-driven metrics and one-size-fits-all campaigns. In Australia, a nation renowned for its multiculturalism, brands have a unique opportunity to adopt a people-first approach. This strategy prioritises understanding the needs, preferences, and cultural nuances of diverse audiences over chasing broad reach or budget efficiency. By aligning advertising dollars with the right people in the right way, brands can foster deeper resonance, build long-term loyalty, and stand out in a competitive, crowded market.
Here we explore how people-first advertising can transform brand engagement in Australia’s multicultural media landscape.
Why People-First Advertising Matters
Traditional advertising often focuses on maximising reach, how many people can we hit with X budget? But in a multicultural society, this approach risks missing the mark. People-first advertising flips the script, emphasising relevance over volume. It’s about creating messages that reflect the cultural values, experiences, and aspirations of the audience.
Research underscores the value of this shift. A Nielsen study found that migrant-Australian expenditure on fast-moving consumer goods (FMCG) is growing faster than that of Australian-born consumers. With multicultural consumers wielding over $100 billion in purchasing power, they’re an economic force brands can’t ignore. Yet, engaging these audiences requires more than surface-level tactics. Translation alone won’t cut it; cultural sensitivity and authenticity are non-negotiable.
When done right, people-first advertising delivers:
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Emotional Connection: Audiences feel seen and understood, fostering trust.
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Brand Resonance: Relevant messaging cuts through the noise, driving engagement.
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Loyalty: Consumers reward brands that reflect their identity with repeat business.
Identifying the “Best” Demographics
So, who should brands target? The “best” demographics aren’t always the largest; they’re the ones with untapped potential or a strong alignment with a brand’s values. In our market, this could mean:
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New Migrants: A growing segment with significant purchasing power, often overlooked by advertisers. Many make major purchases (e.g., cars, homes, clothes) within their first few years in Australia. Over 765,000 new Migrants arrived last year.
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Underserved Communities: Groups like First Nations Australians or smaller ethnic populations may not be on every brand’s radar but offer high loyalty potential when engaged authentically.
To identify these groups, brands must dig into audience data, observe their consumers, track which products sell well in areas with high immigrant populations, and notice if customers use prepaid cards, cash, or international payment methods. These are some ways you can uncover the best or new demographics that may be untapped.
Overcoming Challenges
People-first advertising isn’t without hurdles. Australia’s multicultural complexity means brands can’t please everyone with a single message. The solution? Focus on specific groups and tailor accordingly. Another risk is cultural missteps, stereotyping or insensitivity can backfire. To mitigate this, brands should diversify their marketing teams and consult cultural experts during campaign development.
The Future of Advertising in Australia
As Australia’s diversity grows, the days of one-size-fits-all advertising are over. Brands that embrace a people-first approach, rooted in demographic understanding, cultural sensitivity, and intentional spending, will thrive. It’s not just about reaching people; it’s about connecting with them. Multicultural audiences aren’t a niche they’re now becoming the mainstream market.
By putting people at the heart of their strategies, brands can unlock new opportunities, build lasting loyalty, and lead in an increasingly multicultural world.