Decoding Multicultural Mindsets – How To Unlock The Potential Of Modern Australia
In this guest post, Vizeum’s head of strategy, Aliya Hasan (pictured below), argues brands that fail to connect to Australia’s multicultural base are missing a golden opportunity…
The social fabric of Australia is being re-woven as we speak. Once the secluded ‘Lucky Country’ is now an epitome of rich and thriving cultural diversity. Our ethnic cohorts are no longer pockets of profitability, they’re fast becoming the new normal.
Despite this, marketing remains largely stagnant and consumers’ tremendous purchasing power untapped. We seem to be stuck on a default setting, instead of leaning in to strategically navigate this new reality.
Isn’t it time we side-step our biases, peel back the layers of preconceived notions and better equip ourselves to connect with modern Australia?
The Asian influence
Although Australia has always been a successful nation of settlers, we can’t consider the canvas of modern Australia without addressing the more recent blending of the East and the West. Typically seen as lucrative for macro categories such as real estate, education, automotive, luxury – the Asian influence is now growing into micro areas such as FMCG, health, beauty and travel. All you need to do is look at urban supermarket aisles to see this playing out.
SBS explored the impact of these dynamics on our national psyche through their research ‘Who do we think we are?’ and ‘Australia Grows Up’. The 2013 wave revealed a tension, with most Aussies recognising their foreign roots but feeling anxious about new entrants not adopting local values. Fast forward to 2018; we’re more open and appreciative of our place in the world. Driven by a desire to create, connect, learn and experience; Aussies are in fact now being critical of Australia – with a decline in perceived diversity.
Perhaps people aren’t noticing enough visible adaptation to our changing society?
Codes vs. clichés
We live in a world where dating apps are increasing multi-cultural relationships and movies like Black Panther are breaking box office records. Our cultural curiosity is an all-time high and yet stereotypes prevail.
So how can we harness the powerful constructs of culture without resorting to lazy and, quite frankly, dated stereotypes?
The most poignant window into this is via social psychologist, Geert Hofstede’s theory that scores countries against six cultural dimensions. It helps explain the contrast between Asian and Western (incl. Australia) countries, such as strong Asian Collectivism (group affinity – family, friends) or Power Distance (accepting hierarchy, status symbols) vs. Western Individualism (looser group ties) and lower Power Distance.
Cultural codes are not only pervasive through behaviour but affect cognitive processing. A neuroscience study showed deeper engagement with TVC soundtracks and price triggers amongst the Chinese vs. Australian viewers. Whilst tempting to typify as price sensitivity, the reality is ‘value sensitivity’, attributed to higher scores on the Long-term orientation dimension whereas Australia displays Short-term orientation.
Stereotyping has been much maligned for yielding romanticised, fetishised or misunderstood representations. We need to move on, we need to learn how to separate cultural codes from clichés.
Hits and misses
Is our industry trying to absorb and take advantage of these cultural currents sweeping across our shores?
Whilst the landscape seems littered with misses from well-meaning brands such as Dove getting caught in the accidental crossfire of controversy, the hits are starting to appear.
One of the most striking statements of cultural recognition was MLA’s “Aren’t we all boat people?” campaign, which made its point with elegant simplicity and wit and, in turn, earned the praise of many.
We’re also seeing positive initiatives from Farmer’s Union – showcasing our very own backyard as a place to discover and satiate our worldly interests; and Optus who have turned their social media rep., Dan, into a national hero.
A wealth of opportunity awaits
As progressive businesses we must recognise the emergence of an evolved national identity and allow it to permeate all the way through. The solution extends beyond diverse casting in ads. It lies in acknowledging differences without being patronising or polarising. This requires significant but achievable shifts:
Get better at adopting a holistic communications approach No longer treating multi-culturalism as a separate entity but working towards adopting a cultural connections strategy that lives within our annual planning. Whilst it almost seems ‘on trend’, simply celebrating social change is not a shortcut to success. We must mean it and commit to it.
Step outside the local bubble It makes a lot of sense to turn to Asia as a sphere of influence – look at brand behaviour and engagement patterns. For instance, the e-commerce appetite of millennials in China or the propensity for long-form video amongst Indians, elements likely to be mirrored by residents here.
Go back to segmentation basics – use it across the campaign journey Decision making for Collective vs. Individual communities can differ. Profile them into meaningful segments and take the time to understand them just like all other audiences. For those who typically test campaigns, recruit them within your wider sample.
Pay close attention to Content and Context Improper adaptation can repel instead of attracting. For instance, translation isn’t always the answer. In targeted, intimate mediums it can create familiarity but can also be a hindrance in some channels. Category nuances play a role too with varying permissibility and needs. There are ways we can craft our content beyond language – think symbolism, colour, numbers, music, storytelling.
We’re being offered a rewarding tapestry of audiences to build brand affinity and accelerate business growth. I am indeed advocating that all of us should be waking up to this opportunity. It really is about balancing how our broader communications are influencing these audiences with deciding if or how we execute bespoke tactics that aren’t disjointed from our proposition.
So, let’s move with confidence towards embracing modern Australia. Let’s do away with any fears of cultural appropriation and usher in an era of cultural appreciation.
Put simply: we must strive for progress over perfection. If I might borrow the wise words of Confucius to leave you with, “It does not matter how slowly you go as long as you do not stop.”
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.