Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
SHARE
THIS



As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below).

Haley Doel

Having a readable and accessible website is no longer just a high priority for large global brands. Government organisations and educational institutions are now more aware of a need for inclusion, and as Australia’s diversity increases, this need is expanding to all businesses.

The 2017 National Census shows that Australia has a higher proportion of people born overseas – 26 per cent of the total 24.4 million population. That’s more than the US (14 per cent), Canada (22 per cent), and New Zealand (23 per cent). What about the UK, you say? Not even close at 13 per cent. With more than 300 languages spoken in our homes (including Auslan – Australian Sign Language), we are a hugely diverse nation.

When we delve even deeper, we find that almost half (49 per cent) of our entire population in 2016 was born overseas, or had at least one parent born overseas.

Is your website accessible for the 26 per cent of Australians for whom English is not their first language?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language.

If your website does not meet readability best practices, is difficult to understand or access, or provides a poor user experience, you could be missing out on valuable opportunities to effectively speak to your audience.

All industries are affected by this change in demographic, but if we look at the education sector, we can see some of the biggest changes developing. The Federal Education Department shows a 10 per cent increase in the number of international students in 2016 – that’s more than 550,000. The higher education sector saw the largest share with 43 per cent. Of those numbers, the majority came from China and India, where English is not the primary language.

With foreign student intake projected to hit one million per year, how can we afford not to work toward digital inclusion? The interaction and buying potential of those students doesn’t stop with the educational industries – those students will be shopping, eating, travelling, working, and just buying in general! There’s not a marketer out there that shouldn’t be thinking about website accessibility for this growing audience.

How will growing diversity in Australia affect your organisation? Are you ready to create a more accessible and user-friendly digital presence?

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]