Unlocking the hidden nuance in the 2021 Census data
Last week saw headlines suggesting the 2021 Census data might see disruption from COVID-19 break the diversity trendline and Australia become ‘older, whiter and smaller’. SBS’s Adam Sadler explains why that didn’t happen and why marketers need to draw out key insights that will be integral to their future business plans.
Last Monday, saw The Guardian make the rather bold prediction that the 2021 Census data would reveal Australia at “a unique moment,” in the wake of COVID-19’s disruption with ex patriates returning home and with migration flows temporarily turned off, and that Australia might be reverting to a nation many of us thought we’d long since left behind.
Their headline screamed it all: ‘older, whiter and smaller’ was the prediction.
We now know that forecast didn’t really play out and despite the hyperbole the overall trendline for Australia as an increasingly diverse and multicultural society continues clear and unabated.
