It is no secret that Australia’s consumer landscape is culturally diverse, with nearly 30% of its population born overseas and communities speaking over 300 languages. Over half the population identifies as culturally and linguistically diverse (CALD). Immigrant groups often maintain strong cultural ties, traditions, and preferences that impact their buying decisions. For businesses and brands this presents both challenges and opportunities: How do you connect meaningfully with an increasingly diverse customer base?
A recent Australian Marketing Institute (AMI) article showcased the power of authentic engagement with CALD audiences. Multicultural agency CulturalPulse was recognised for its role in the FIFA Women’s World Cup 2023, where they connected with 24 diverse communities, contributing to 31 sold-out matches and reaching 18.2 million people. Their success lay in blending data-driven insights with culturally tailored messaging—ensuring that each audience felt seen and valued.
So, what does this mean for your business? That today’s consumers expect more than just generic messaging. They want businesses that acknowledge and respect their cultural identities. According to the SJ Media Group, here’s how you can apply these insights to strengthen customer relationships:
- Know Your Customers: Go beyond consumer demographics and seek to understand the cultural values, traditions, preferred languages or dialects, media consumption habits, brand preferences, and purchasing behaviours that shape their decisions.
- Speak Their Language: People are more likely to engage with brands that recognise and celebrate their heritage. Culturally tailored messaging fosters emotional connections, leading to greater trust and long-term customer loyalty. Consider:
- Featuring diverse talent that represents different cultural backgrounds
- Translating key messaging into multiple languages (multilingual content)
- Highlighting culturally relevant themes, holidays, and traditions
- Creating culturally adapted landing pages and using relevant visuals
- Traditional and digital ethnic media channels and localised campaigns
- Engage Authentically: Build trust by partnering with community leaders, influencers, or cultural organisations to create meaningful interactions rather than one-off marketing efforts by addressing their specific needs and values.
- Avoiding stereotypes and tokenism
- Authenticity in storytelling is key.
- Consult cultural experts or native speakers before launching campaigns to prevent unintended offense
- Collaborate with influencers who have strong connections within their communities to enhance credibility and engagement.
Meet customers where they are and embrace them for who they are. This is how businesses and leaders can foster meaningful customer connections, drive engagement, increase brand loyalty, and create inclusive experiences that reflect the values of our diverse Australian society.