Once upon a time YouTube was home of rich media formats. Today, rich media, as we know it, has evolved and is travelling across the World Wide Web for bigger and better things. Just like a ‘selfie’, it has found its new home on social media platforms and it is here that it is screaming for attention to all who are willing to listen.
I’ve been a self-proclaimed Sydney-sider for almost nine years now. Having had a culturally diverse upbringing in four different countries, prior to making Sydney home, I can say with confidence that my new home is one of the most diverse. The very suburb I live in ranks 11th in the recent SBS interactive “how diverse is my suburb”, representing 125 different ancestries. Chinese makes up the largest chunk followed by Australian, Macedonian, Greek, Lebanese, Nepalese and Indian.
Has anyone ever really stopped to consider the success of ethnic businesses in the country we live in? Until I decided to write this article, I never really thought of the magnitude. Although it is a part of my job to chase down successful ethnic businesses, one takes the diversity of our business landscape for granted till one thinks about the big picture.
A staggering 30% of our population was born overseas. So many migrants have come to our land for reasons such as fleeing war, chasing family, sheer curiosity, sanctuary from overbearing governments in their home lands, or stories of the Lucky Country that will open doors to newer opportunities for them to build a secure future.
Multicultural audience events are intrinsic to the life of every migrant in Australia, along with their children and their children’s children. Whether you speak a language other than English, were born overseas or have ancestral roots in another country – the link to culture is one that continues to thrive (no matter how long you’ve lived in Australia). Using cultural insights to effectively engage with these audiences, at the grass-root level, can be the difference between simply reaching them, versus giving them a reason to believe in your brand or product.