Australia’s Multiculturalism Is a Strength

By David Mendoza GAICD

Australia’s multicultural landscape holds a powerful marketing secret: CALD communities. CALD is the term used in Australia to describe our vast and vibrant multicultural population and, most importantly, those who speak other languages. Many Australians may be more familiar with the term LOTE, which stands for Languages Other Than English which is used in schools across Australia to refer to kids and families from other countries who speak their native language at home. The difference between the two is that CALD includes LOTE, which makes CALD the broader term to refer to Australia’s multicultural character, with over half the population having a CALD background, according to the ABS Census 2021.

Australia boasts a significant advantage compared to other countries, with so many different language speakers amongst first or second generation migrants and not to forget international students! This diversity is one of Australia’s strengths, and it’s important to recognise the love for cultural heritage within this demographic. A study by Growth Distillery revealed that 88% of the CALD community wants to connect or stay connected with their cultural roots, presenting a valuable opportunity for the savvy marketer. This goes beyond simple targeting. Australia’s multicultural landscape offers a unique testing ground to develop and refine campaigns for international markets by ‘testing’ the domestic population. By creating experiences that resonate with cultural traditions, celebrations, food, and values around family, religion, and spirituality, brands can not only connect with CALD consumers but also develop marketing strategies that translate effectively across borders.

Targeting CALD Communities

The CALD landscape in Australia is constantly evolving. According to ABS data and think tanks, the main communities consist of Chinese, Arabic, Vietnamese, and Indian people. Other groups, such as Spanish, Italian, and Greek, also have a significant presence, with Italian and Greek communities having deep roots in Australia. For example, there are streets and suburbs in Melbourne dedicated to Italian and Greek heritage, like Lygon Street and Oakleigh.  In Sydney, there is Greenacre, where the population consists of Lebanese, Iraqi, and Egyptian people, making Arabic the predominant language. Another example is Cabramatta, known for its Vietnamese population.

Customising your CALD messaging is crucial. For example, established communities, like those with Italian and Greek heritage, often are an older demographic. Tailoring messages that resonate with their cultural Australian experiences can be highly effective. Conversely, emerging language groups like Spanish with international students from Spain, Chile and Columbia might be more receptive to communication in their native tongue. This highlights the importance of understanding generational differences within CALD segments. The combined market size for the top 10 CALD languages is substantial: 3 million people!

This focus on understanding your target audience is particularly important, referring back to the study by Growth Distillery. Their research highlights the struggles brands and organisations face in connecting with Australia’s diverse audience. Only 16% of respondents feel that the messaging includes them. This low percentage translates to a significant opportunity for brands to increase market share by tailoring messages for better audience connection.

Recommendations for Brands

The overall low level of multicultural inclusion in Australian marketing practices is not surprising, especially in government and political messaging, where CALD communities feel underserved in terms of support and information. However, there are positive changes emerging. Information around government infrastructure projects like Victoria’s Big Build and the messaging around NSW Department of Education’s VCE and future job campaign demonstrate a shift towards inclusivity.

CHIN has been involved in supporting agencies and governments in ensuring that CALD messaging is communicated in a way that is understood, respectful, and relatable to the community. Getting it right is not easy. From our end, it involves first understanding the English copy, asking questions, and advising on necessary changes. This process can vary from days for small projects to weeks for large campaigns with multiple languages on multiple marketing channels. However, the outcome is certainly worth it, as once the CALD messaging is public, we can be confident that the contents ensure inclusivity, community understanding, and acknowledgment of culture and language.

With government agencies making strides in inclusive CALD messaging, the question naturally arises: what can Australian brands and organisations do to learn from these efforts and apply them to their own marketing strategies?

Tip 1: Get Your CALD Marketing Partner Involved

Involve your CALD marketing partner early in the process, especially if your content needs legal approval. Their expertise can save you time and frustration down the line. They can help you:

1. Craft clear and concise messaging that resonates with your target audience. This may involve adapting the tone, cultural references, and even the layout of your message for different languages.
2. Identify potential cultural issues related to translation. For example, some phrases or slogans may have unintended meanings when translated literally. Your CALD marketing partner can help you adapt your message to ensure it avoids any cultural insensitivities.
3. Navigate the legal approval process for translated materials. They can work with your legal team to ensure any necessary changes to the English copy are reviewed and approved before translation begins.

Tip 2: Make Sure Your Marketing is Easy to Understand

The key to successful CALD marketing is clear communication that anyone from your target audience can understand, regardless of their background. To achieve this, it’s important to remove any ambiguity or “Aussie slang” that might only be familiar to Aussies. Here’s how to ensure your message is crystal clear:

1. Use simple, direct language. Avoid jargon and technical terms that your audience might not understand, even when translated.
2. Focus on the core message. Get straight to the point and avoid unnecessary information.
3. Test your message with people from your target audience. This will help you identify any confusing language or cultural references that need to be adjusted.

Tip 3: Map Out the CALD User Journey

Imagine the path your CALD customers take to discover your product or service. This is called the “CALD user journey.” It involves the different steps they go through, from the moment they first hear about you to when they become a customer. Here are some things to consider when mapping your user journey for CALD audiences:

1. Where do they get their information? Do they rely on social media, websites in their native language, or local newspapers and radio stations?
2. What are their online habits? Are they active on specific social media platforms or forums?
3. What kind of information do they need at each stage of the journey? This could be product details, testimonials from people in their community, or information translated into their native language.

If you’re unsure where to begin or how to implement these strategies, reach out to us today! We’re here to discuss your goals and tailor a CALD marketing plan that achieves outstanding results.