Australia’s vibrant multicultural landscape is reshaping its political future. With 27.6% of the population born overseas and 22% speaking a language other than English at home (Australian Bureau of Statistics, 2021), Culturally and Linguistically Diverse (CALD) communities are emerging as pivotal players in election outcomes. As the 2025 federal election looms, their influence is undeniable, particularly in marginal seats where diverse voters hold sway. At LEBA, we specialize in engaging these communities through culturally nuanced campaigns. Here, we explore how CALD voters are transforming Australian politics, backed by research and real-world examples, and why their voices matter more than ever.
A Demographic Force in Marginal Seats
CALD communities are not just a demographic statistic; they are a political force. Research from the 2022 federal election highlights that electorates with higher CALD populations—such as Fowler, Blaxland, and Parramatta—are more likely to elect ethnic minority candidates (Scanlon Institute, 2022). These seats, often marginal, can determine government formation due to Australia’s preferential voting system, where small swings matter. For instance, in Fowler, a western Sydney electorate with 63% of residents speaking a language other than English (ABS, 2021), the 2022 preselection controversy involving Labor’s Kristina Keneally underscored CALD voters’ expectations for authentic representation. The decision to parachute Keneally over Tu Le, a local Vietnamese-Australian candidate, sparked backlash, highlighting the demand for candidates who reflect community identities.
Recent posts on X suggest ethnic voting blocs are increasingly significant, with 2021 census data showing CALD communities dominating marginal seats like Chisholm (35% Chinese ancestry) and Reid (40% non-English speakers). This demographic weight amplifies CALD influence, as parties must appeal to these voters to secure victories.
The Power of Multicultural Media
CALD voters rely on trusted ethnic media—150 print titles, 100+ radio stations, and digital platforms—to stay informed (LEBA, 2024). These channels, delivering news in languages like Mandarin, Arabic, and Punjabi, shape political discourse. For example, during the 2022 election, Arabic-language radio stations in Sydney’s west hosted talk-back segments discussing cost-of-living and education policies, mobilizing voters in seats like Werriwa. Similarly, WeChat campaigns targeting Chinese-Australian voters in Chisholm emphasized healthcare access, driving turnout.
Research underscores the effectiveness of in-language communication. A 2022 study on COVID-19 engagement found CALD communities were more responsive to health messages delivered via ethnic media, with 75% of respondents citing trust in these sources (Seale et al., 2022). This trust extends to elections, where culturally relevant messaging can sway undecided voters.
Cultural Representation and Political Backlash
The 2022 election revealed the risks of ignoring CALD representation. The Fowler controversy demonstrated that CALD communities expect candidates who share their lived experiences. Similarly, in Bennelong, a seat with a significant Chinese-Australian population, Labor’s 2022 loss was partly attributed to inadequate engagement with ethnic media, despite the seat’s 45% non-English-speaking residents (ABS, 2021).
Conversely, successful engagement yields results. In 2022, Zoe Daniel, an independent, won Goldstein by leveraging multicultural media to address diverse voters’ concerns, including climate and social equity, in a seat with growing CALD populations. Her campaign’s use of targeted ads in languages like Greek and Mandarin resonated with younger CALD voters. The Scanlon Institute (2022) notes that 69% of Australians now support greater appreciation of cultural diversity, up from 59% in 2018, signalling a progressive shift that favors inclusive campaigns.
Economic and Social Influence
CALD communities contribute $330 billion annually to Australia’s GDP (PwC Australia, 2020), amplifying their political influence. Issues like economic equity, healthcare, and education resonate strongly. For example, Vietnamese-Australian voters in Melbourne’s Calwell prioritize vocational training access, influenced by community discussions in ethnic newspapers. Meanwhile, Indian-Australian voters in Parramatta, a hub for tech professionals, focus on skilled migration policies, often debated on Punjabi radio. These priorities shape voting behavior, forcing parties to tailor policies.
The Federation of Ethnic Communities’ Councils of Australia (FECCA) emphasizes that CALD voters seek anti-racism measures and cost-of-living relief in the 2025 election platform, reflecting their lived experiences. Ignoring these demands risks alienating a growing electorate.
Challenges and Opportunities
Despite their influence, CALD communities face barriers. Limited English proficiency can hinder access to mainstream campaign materials, underscoring the need for in-language content. Additionally, under-representation persists only 10% of parliamentarians have non-European or Indigenous backgrounds, compared to 24% of the population. This gap fuels distrust, as seen in the 2022 election when CALD voters in marginal seats like Reid expressed frustration over “out-of-touch” candidates.
Yet, opportunities prosper. The Australian Human Rights Commission (2018) advocates for diverse leadership to reflect Australia’s population, noting that inclusive representation boosts voter trust. LEBA’s tailored strategies—multilingual digital campaigns, ethnic radio, and community partnerships—bridge this gap, ensuring campaigns are authentic and impactful.
A Thought-Provoking Future
What if political parties fully embraced CALD voters? A parliament reflecting Australia’s diversity could transform policy-making, prioritizing equity and inclusion. Conversely, neglecting these communities risks electoral losses and social division. The 2025 election will test whether parties have learned from past missteps, like Fowler, or if they’ll repeat them. CALD voters are not a monolith; their diversity demands nuanced engagement, from WeChat for Chinese Australians to Arabic newspapers for Middle Eastern communities.
Australia’s multicultural future is here. Engaging CALD voters isn’t just strategic—it’s essential for a cohesive democracy. At LEBA Ethnic Media, we’re ready to help campaigns connect with these dynamic communities through culturally sensitive, data-driven solutions.
Contact us to ensure you are engaging with all Australians.
Sources: Australian Bureau of Statistics (2021), Scanlon Institute (2022), PwC Australia (2020), Seale et al. (2022), Australian Human Rights Commission (2018), FECCA (2024).
FAQ’s
How do multicultural communities influence voting patterns in marginal seats?
Multicultural communities significantly influence voting patterns in marginal Australian seats due to their growing demographic and economic power. In electorates with high culturally and linguistically diverse (CALD) populations, such as those with substantial Chinese, Arabic, or Indian communities, voting preferences often align with cultural or international issues. For instance, in 2022, Chinese-Australian voters in seats like Chisholm and Bennelong swung toward Labor, reacting to the Liberal Party’s perceived anti-China rhetoric, contributing to Labor’s narrow victory. Similarly, Muslim voters in electorates like Calwell, sensitive to Middle Eastern conflicts, can sway outcomes, challenging Labor’s balancing act on issues in the region. Indian-Australian communities, targeted by both major parties with funding for cultural institutions, also hold sway in key seats. CALD media amplifies these influences by fostering trust and community engagement, shaping voter priorities. With CALD communities contributing $240 billion annually to the economy, their electoral impact is undeniable, often tipping the scales in tightly contested marginal seats where even small vote shifts matter.
What role does ethnic media play in shaping political discourse among CALD communities?
Ethnic media plays a pivotal role in shaping political discourse among culturally and linguistically diverse (CALD) communities in Australia. It serves as a trusted source of information, delivering news in native languages and framing issues through culturally relevant lenses. Chinese-language locally owned outlets , Indian-Australian publications, and Arabic radio stations engage communities on local and international issues, influencing voting priorities. For example, in 2022, Chinese media amplified concerns about foreign policy rhetoric, swaying voters in seats like Chisholm. Muslim-focused outlets in electorates like Calwell highlight Middle Eastern conflicts, shaping community sentiment. By fostering trust and countering misinformation, locally owned ethnic media empowers CALD voters, amplifying their electoral influence. With tailored content and strong community ties, it drives political engagement, often tipping the balance in marginal seats.
How can political campaigns effectively engage with CALD voters?
Political campaigns can effectively engage CALD voters through culturally sensitive, targeted strategies. Multilingual communication, like the Australian Electoral Commission’s 33-language resources, ensures accessibility. Building trust via community partnerships, as seen in South Australia’s 2022 election can fosters engagement. Recruiting community ambassadors, such as Syrian or Chinese leaders, educates voters and boosts participation. Leveraging ethnic media, including Chinese media platforms or Arabic radio, amplifies tailored messages addressing issues like immigration or cultural recognition, resonating with communities in seats like Calwell. Targeted outreach at cultural events and community hubs builds connections, while voter education through multilingual guides and videos clarifies voting processes, reducing barriers. Challenges include avoiding tokenism and managing costs, but consistent, authentic engagement maximises impact. These strategies, informed by recent electoral practices, enhance CALD voter turnout and influence in marginal seats, where their $240 billion economic contribution underscores their electoral power.
What are the economic contributions of CALD communities to Australia?
Culturally and Linguistically Diverse (CALD) communities significantly bolster Australia’s economy, contributing an estimated $240 billion to GDP annually, primarily through migrant activities. They hold 26.3% of jobs (5.3 million jobs by 3.6 million migrants in 2019-20), driving sectors like healthcare, hospitality, and administrative services. CALD communities fuel entrepreneurship, with small businesses, many migrant-owned, generating $500 billion and employing 70% of the workforce. Their diverse skills enhance innovation, boosting patenting and regional productivity. Beyond GDP, CALD populations enrich economic activity through cultural diversity, fostering global trade and cross-cultural collaborations that strengthen Australia’s international ties. Despite data limitations in isolating CALD-specific impacts, their overlap with migrant contributions underscores their vital role. With half of Australians born overseas or having a migrant parent, and migration driving population growth, CALD communities are a cornerstone of economic prosperity, particularly in marginal seats where their influence is pronounced.
How does cultural representation impact voter trust and political outcomes?
Cultural representation significantly impacts voter trust and political outcomes among CALD communities in Australia. Descriptive representation, such as co-ethnic officials, boosts trust by signaling inclusivity. For example, Black voters in diverse representation settings are 30% more likely to register and 40% more likely to vote, a trend mirrored by Chinese-Australian voters in seats like Chisholm in 2022, who supported Labor due to culturally sensitive engagement. Policies addressing CALD needs, like immigrant safety nets, increase Asian voter registration by 30%, influencing marginal seat outcomes. Cultural perceptions of leadership traits also shape trust; traits like open-mindedness resonate more with certain CALD groups, affecting candidate support. Perceived justice and hope, as seen with Obama’s election increasing Black trust, further enhance minority confidence in politics. Conversely, restrictive policies like voter ID laws can erode trust, reducing turnout among some groups. Effective representation fosters trust and drives CALD voter participation, decisively impacting electoral results in Australia’s diverse electorates.