Australia is one of the most culturally and linguistically diverse nations in the world. Around a quarter of the population speaks a language other than English, and nearly half the population was either born overseas or has at least one parent born abroad (Australian Bureau of Statistics, 2023). This diversity is not just a social phenomenon but a transformative force reshaping how Australians interact and redefining the advertising and consumer landscape.
Tapping into CALD (Culturally and Linguistically Diverse) media is no longer optional—it is essential.
At LEBA Ethnic Media, we have seen the tangible impact multicultural marketing has on all parties involved. Mainstream campaigns often fail to connect with culturally diverse audiences, missing valuable engagement opportunities.
In contrast, multicultural marketing allows businesses to authentically communicate with specific communities by acknowledging cultural nuances and preferences. Multicultural media outlets act as trusted community influencers, deeply engaging audiences in their preferred languages and creating loyalty while cutting through the noise of a homogenous advertising market.
CALD communities are not only growing in number but also in economic significance. Migrants contribute approximately $330 billion annually to Australia’s GDP (PwC Australia, 2020). Of these, 73% speak a language other than English, creating an estimated CALD consumer market worth $240 billion each year (Deloitte Access Economics, 2021). This represents a significant untapped opportunity that continues to expand annually.
Tailoring campaigns through CALD media ensures that your message effectively reaches high-value CALD consumers. Businesses that embrace multicultural marketing will stay relevant, achieve greater impact, and thrive in Australia’s diverse marketplace.
LEBA Ethnic Media is proud to help brands bridge cultural gaps and build meaningful connections with Australia’s diverse communities.
Contact us today to learn how we can amplify your message through the power of multicultural marketing.
Example References
- Australian Bureau of Statistics. (2023). Cultural diversity in Australia. Retrieved from https://www.abs.gov.au
- Deloitte Access Economics. (2021). The economic impact of CALD communities in Australia. Retrieved from https://www2.deloitte.com
- PwC Australia. (2020). Migrants’ contribution to the Australian economy. Retrieved from https://www.pwc.com.au