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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.