CulturalPulse and Bastion double down on connecting with CALD communities in new partnership
In a move to target Australia’s growing Culturally and Linguistically Diverse (CALD) community, Bastion Cross-Cultural Insights has partnered with CulturalPulse, giving clients stronger combined marketing and communications services.
The collaboration combines Bastion’s expertise in multicultural research with CulturalPulse’s proprietary CALD measurements and marketing execution services. The offering will enable clients to execute campaigns based on cultural nuances, providing in-depth research and effective solutions.
As the country evolves into one of the most multicultural communities globally, businesses and government organisations must adapt, according to Isabel Zhang, general manager of Bastion Cross-Cultural Insights.
“Australia is on a trajectory to become one of the world’s most multicultural nations globally. Currently, more than half of our population come from an international background, while almost one in four of us speak a language other than English at home,” she explained.
Isabel Zhang
“Given the current soft economy, businesses need to be innovative, agile, and cost effective. This partnership aims to support and guide businesses in confidently pursuing the untapped multicultural audience that represents half of Australia’s population.”
She said they plan to support businesses and government groups to make informed decisions that drive commercial viability, profitability, and long-term customer conversion of multicultural Australia.
CulturalPulse’s chief growth officer, Karissa Fletcher, added that as Australia’s CALD communities continue to grow, so is the need for brands to connect with them. Communications specialists and marketers must learn to connect with them in a way that is both efficient and impactful.
“Successfully engaging with multicultural audiences to access new growth opportunities requires knowledge and expertise. It is a task that can be daunting for brands and marketers, and it can get put into the too-hard basket,” she said.
“By partnering with the Bastion Cross-Cultural Insights team, we can offer clients CulturalPulse’s CALD measurement capability through AskGenie and deliver CALD community amplification and engagement across more than 100 CALD segments.
“Together we are expertly building a team of multicultural experts who understand the diversity of Australian consumers and in turn, deliver tailored in-culture and in-language communications that reach and resonate with target cultures to drive growth and business outcomes.”
The pair will run a webinar on August 21 featuring a number of industry experts, discussing cultural research and engagement, the benefits of multicultural marketing, and more.
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
Linkedin
topics
Bastion
Bastion Cross-Cultural Insights
CALD
CALD community
CulturalPulse
Isabel Zhang
Karissa Fletcher
Where can I register for the Aug 21 Webinar?
User ID not verified.
Hi Cassie,
Here is the link to register: https://events.teams.microsoft.com/event/0cfe6f4d-4888-41db-84ab-a0a4109ddf13@25a3e9c9-14bf-41fd-8ff0-11ed348e72f9?utm_medium=email&_hsenc=p2ANqtz-8SyNzf4QALFzBEOj-vY919ENQxZkVyr3LYRQhdBFBopcyEaAI_vXELzuTri-abwOy1Rwg8VAzpI-UyMcxcL3FnheOK6SpMpvI1furlhJzMhmZzMeA&_hsmi=318681524&utm_content=318681524&utm_source=hs_email
Thanks,
Lauren – Mumbrella
Have your say