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?

Please login with linkedin to comment

digital presence Haley Doel Siteimprove

Latest News

James Charles Has YouTube Channel Demonetised After Allegations He Sexted Minors
  • Technology

James Charles Has YouTube Channel Demonetised After Allegations He Sexted Minors

Beauty YouTuber James Charles has had his YouTube account demonetised after allegations surfaced that he sexted minors. Charles has more than 25.5 million subscribers on YouTube, where he gained popularity for his makeup videos. He is worth an estimated US$22 million. Since February, a number of boys under the age of 18 have accused Charles […]

by B&T Magazine

B&T Magazine
Purpose, Or Is It Porpoise?
  • Opinion

Purpose, Or Is It Porpoise?

In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]

Opinion

by B&T Magazine

B&T Magazine
MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots
  • Campaigns

MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots

MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]

Dear Internet – One Year On From COVID
  • Opinion

Dear Internet – One Year On From COVID

This columnist has thanked the internet for keeping us connected. The NBN fails to get a mention, unsurprisingly.

Opinion

by B&T Magazine

B&T Magazine
Flight Centre Unveils New Captains In First-ever Global Brand Campaign
  • Campaigns

Flight Centre Unveils New Captains In First-ever Global Brand Campaign

Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]

Facebook To Release Clubhouse Competitor
  • Technology

Facebook To Release Clubhouse Competitor

Facebook set to release a Clubhouse competitor. That's an audio-based social media app & nothing at all to do with golf.

by B&T Magazine

B&T Magazine