Did you know that 52% of Australians are first or second-generation migrants?  

That’s right – over half of Australians are people who have moved to Australia from overseas or have at least one parent who has.

Within that population are those that moved from countries where English is not the primary language. These are Australia’s Culturally and Linguistically Diverse (CALD) migrant community.

The CALD community is not a monolith – they are a vibrant group with many nuanced and complex heritages, histories and traditions. However, they remain united by one common thread – the decision to move and establish roots in Australia.  

There’s a lot of interesting insights to discover about Australia’s CALD population.

They are deeply aspirational, with 85% embodying an Aspirational MindSet, compared to the 44% in the wider Australian population.

And they are a changing population – now, more than ever before, new CALD migrants have roots in China, India and the Philippines.  

However, perhaps the most important insight for brands and organisations comes from TRA’s recent research, completed in partnership with NewsCorp Australia’s Growth D_Stillery. From a study of over 2,000 CALD individuals, evaluating 30 different brands (both local and global) from diverse categories, we uncovered some shocking statistics:

• Less than one in five CALD individuals found brands to be personally relevant or reflective of people like themselves.  

The numbers drop even further when considering brands that make them feel respected, acknowledged, and understood.

• Only one in three CALD individuals saying they feel accepted and recognised as true Australians.

This disconnect is disheartening. It prompts us to ask a clear, defining question: What do brands and organisations owe to the CALD population?

While many of us are aware of the moral obligation to meaningfully connect, represent and communicate with this community, our research reveals that there is still a way to go.

Just listen to the words from one of our CALD study participants:  

“Seeing people like me in advertising is often a westernised version of what they understand my culture to be… If instead they involved me, or better understood me, they would have a more realistic connection with me”.

We have both the privilege and the responsibility to represent and meaningfully incorporate the richness of our CALD communities’ experiences, traditions and perspectives into our brand and organisation experiences.  

Through in-depth engagement with CALD community advocates, a 10-day listening project and a robust quantitative study, we have created some practical strategies for brands to meaningfully engage as migrants progress through the identified passage from beginning to belonging.  

‍The CALD Journey

Less than half of CALD migrants are getting the assistance they require when they first arrive in Australia.

These initial moments are crucial. People often need help and support to navigate the new environment, from finding jobs, to understand the new language and slang, to finding a home or schooling for children, and beyond.

Brands can play an early role by demystifying Aussie-isms.

Australian cultural nuances, language, and humour can be complex – not everyone has a lifetime worth of cultural context to go by. Consider how your brand uses humour and slang across all touchpoints and don’t assume they can read between the lines. Diverse visual cues, stories, and voice can all help with understanding.

Brands can help support aspirations.

As mentioned, CALD migrants are deeply aspirational, so it’s important to create possibilities that open doors and unlock opportunities through must-see and must-do experiences. Telling relatable stories that they can aspire will be paramount in engaging and fostering connection with new CALD migrants.

Brands can tap into existing peer groups.

CALD individuals are three times more likely to turn to their peers for support, rather than government, brands, or community groups. Here we see the multiplier effect at play – brands can tap into this by creating and joining existing conversation within these networks. This can be as simple as being present during incidental conversations all new migrants will have when arriving to Australia – everything from setting up new bank accounts to shopping at supermarkets. By becoming a visible presence at this stage, brands can contribute to the process of beginning to belonging in Australia.

The Equilibrium of Belonging

For many people from culturally and linguistically diverse (CALD) backgrounds, the ultimate goal of coming to Australia is not to assimilate or disappear into the dominant culture. Instead, it is to find a sense of belonging or equilibrium between their two worlds.

This pursuit of belonging is fluid and dynamic. People move at their own pace, and what matters most is that they feel respected and included. One first-generation migrant who participated in our study stated:

“Moving to Australia and bridging two cultures is extremely formative. Anyone that does this ultimately makes a choice about which parts of which culture they choose to incorporate into the person they are.”  

Research has identified three core parts of life that are important to CALD people in their journey to belonging.

Retain

These are the aspects of life that are inherently linked to identity and remain anchored in cultural heritage, such as family values, religion, food, and spirituality. It is important for brands to acknowledge and respect these cultural rituals, moments, and needs.  

Adapt

These are the aspects of life that are adapted over time, often spanning generations, as CALD people learn to live in Australian society. This can include things like language, dating rituals, medicine, aged care, and socialising. Brands can help CALD people adapt by providing information and support, and by creating a comprehensive map of the journey ahead.  

Adopt

These are the aspects of life that CALD people quickly adopt upon arriving in Australia, such as fashion, sport, and travel. These areas of life create opportunities for immediate brand engagement. Brands can connect with CALD people by inviting them in and showcasing the benefits of being part of Australian culture.

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Brands have a responsibility to connect meaningfully with CALD communities and help them find equilibrium in Australia. This can be done by respecting cultural heritage, embracing stories, and breaking down barriers.

By taking these steps, brands can show CALD communities that they are welcome and valued. This can help to create a more inclusive Australia, where everyone feels like they belong. Access the full report here.