IDENTITY COMMUNICATIONS

Australia's Largest Diverse Marketing Agency

Top Languages Spoken in Australia

More than 5.5 million people in Australia speak a language other than English at home according to the 2021 Census. This is an increase of almost 800,000 compared to the 2016 Census. The top six languages spoken in Australia are shown below.

Mandarin

Cantonese

Arabic

Punjabi

Vietnamese

Greek

IDENTITY. Building social cohesion and unlocking the value of Australia's diversity.

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IDENTITY WINS 2021 PMCA – Outstanding Campaign of the Year.

A campaign to inform new new migrants about of Tax and Super in Australia wins top awards at PMCA (NSW Premier’s Multicultural Communications Awards). The campaign won the Business Campaign of the Year and impressed the judges so much that they also created a new category, awarding the campaign the Judge’s Choice – Outstanding Campaign of the Year. The Awards were given to ATO, UM and IDENTITY Communications.

The PMCAs is a national award that recognises best practice in multicultural marketing and media.

One in three people in Sydney speak a language other than English at home.

The top 10 languages (other than English) spoken in Sydney account for almost 3 in 5 of the non-English speaking population.

Seven in 10 residents in the Fairfield local government area speak a language other than English.

The increase in Punjabi speakers between 2016 and 2021. Punjabi is now the 5th most spoken language other than English in Australia.

Top 10 Local Government Areas ranked by percentage of the population who speak a language other than English at home.

Fairfield (NSW) 70% 70%
Cumberland (NSW) 66% 66%
Strathfield (NSW) 66% 66%
Greater Dandenong (VIC) 65% 65%
Burwood (NSW) 63% 63%
Canterbury-Bankstown (NSW) 59% 59%
Brimbank (VIC) 58% 58%
Parramatta (NSW) 57% 57%
Liverpool (NSW) 54% 54%
Georges River (NSW) 53% 53%

Read our Blog

Office of Responsible Gambling releases multilingual ‘Number that Changed My Life’ campaign

Mumbrella, 22 July 2022 The Office of Responsible Gambling has rolled out the ‘Number that Changed My Life’ campaign to raise awareness of the signs of gambling-related harm and the support available for culturally and linguistically diverse audiences. “Gambling is an...

A complete list of Lunar New Year Festivals in Sydney 2018

Where are all the Chinese New Year Festivals in Sydney? This year, Chinese New Year, Tet, Lunar New Year falls on Friday, 16 February 2018. While the City of Sydney's "Chinese New Year" celebrations are the biggest - there are plenty of other festivals around town...

English language proficiency as a criterion in audience selection

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NSW launches wellbeing campaign for Indigenous Australians

The NSW Government has launched an Indigenous partnership to provide information and support to the community while they are staying at home. The objective is to provide practical tips to support the physical and mental health of Indigenous Australians, while they are...

Ten things to consider when developing bespoke multicultural creative

Tailoring your creative to specific multicultural audiences will deliver a 100% increase in engagement, says Thang Ngo. Marketers need to see the value in true bespoke multicultural creative to capture the attention of their entire audience. Almost five million...

NSW Government launches gambling campaign for CALD audiences

Adnews, 15 June 2021 The NSW Government's Office of Responsible Gambling has launched a new campaign, Number that Changed My Life, targeting cultuarally and linguistically diverse (CALD) audiences. The campaign came to life after a program of in-depth research and...

Identity Communcations Announces Kimberly Stafford as Business Director

B&T, 8 July 2022 UM’s multicultural marketing agency, Identity Communications, today announces the appointment of Kimberly Stafford (pictured, right) to the newly created role of Business Director to co-lead the agency alongside strategist Thang Ngo (pictured,...

Why We Might Be Eating Dumplings For Australia Day In The Future

This year's Australia Day lamb ad from the folks at Meat and Livestock Australia pushed up a lot of people's blood pressure. Some were indignant that it tells us to eat lamb on Australia Day, without mentioning the words "Australia Day", while others objected to the...

IPG’s Identity Breaks Stereotypes With SunRice Chinese New Year Campaign

B&T Magazine, 4 February 2019 One of Australia’s most successful food companies, SunRice, is discarding the usual cultural clichés this Chinese New Year for a more authentic portrayal of an Asian-Australian family. SunRice is launching a national campaign...

Hong Kong’s neon signs might be fading but not my memory of them…

IDENTITY Communications might be the intelligent multicultural marketing agency, but our team also has heart. As Hong Kong's neon lights fade, Brenda Leung, IDENTITY's Insights Manager reflects on her childhood memories of the Pearl of the Orient. One of my most vivid...