Connecting with Australia's migrant community: A call to action for all marketers

Colleen Ryan

The fastest growing group of Australian immigrants is culturally and linguistically diverse (CALD) and TRA’s Colleen Ryan shares how marketers can engage with this important group of people using the retain, adapt and adopt framework.

Although Australia has an established indigenous population, it has been the destination for many waves of immigrants since Europeans first arrived. These people travelled a long way from their homelands, which is perhaps why later generations developed a taste for the OE or overseas experience.

More recently, Australia has been experiencing a growing inbound migrant population, largely a diaspora from Asian countries. More than half of Australia’s population is now a first or second-generation migrant and of these migrants, the fastest growing group is culturally and linguistically diverse (CALD), represented predominantly by migrants from China, India and the Philippines.

The Australians...

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