Half of Australia isn’t hearing you, and shouting won’t make a difference
Presented for the first time at Mumbrella360 last week, The Growth D_Stillery’s culturally and linguistically diverse Australians research provides an insight into how marketers can better connect with this audience and maximise brand relationships, through three major phases.
Data shows 51.5%^ of Australia’s population were born overseas, or have a parent who was. Culturally and linguistically diverse (CALD) Australians have made numerous major sacrifices throughout their lives. When they begin a new life in Australia, they are pushed and pulled between two worlds – their home country of origin and life in Australia. This means overcoming new challenges such as having the courage to start from scratch and dreaming in one language while navigating day-to-day life in another.
But what does this have to do with marketing?
The Growth Intelligence Centre’s commercial research and intelligence offering, The Growth D_Stillery is a dedicated brand-oriented program providing practical, actionable insights to help marketers navigate brand challenges, anticipate consumer trends and understand where best to invest their valuable marketing dollars.
