Don’t make a million-dollar mistake: grow the reach of your business with a multicultural comms strategy
All it takes is one misinterpreted word. David Bartlett, CEO of The Lote Agency, implores marketers to consider multiculturalism in their messaging.
January 15, 2021 10:43
by DAVID BARTLETT
According to the Australian Bureau of Statistics, there are 278 cultural and ethnic groups in Australia and around 21% of Australians speak a language other than English at home. We are, indisputably, a nation of diversity. Yet, this isn’t represented in the advertising and marketing that we see.
When it does occur to marketers that they should be engaging culturally and linguistically diverse (CALD) audiences, it’s too often a poorly funded afterthought. Often, less than five per cent of the budget is allocated to this twenty per cent of the audience and you definitely get the results that you pay for. This is a seriously untapped segment of Australian society.