The sophisticated customer journey of new migrants to Australia

New migrants to Australia are breaking common stereotypes with sophisticated customer journeys and purchasing behaviours.

Few brands reflect new migrants in Australia, with one in three saying they would feel more positive towards a brand if it represented their culture accurately, research by broadcaster SBS has found.

Despite this, migrants don’t necessarily wish to see themselves represented in advertising although they would welcome some diversity in marketing communications.

“So many people we spoke to mentioned, ‘As long as it’s not five white faces.’ Brands used to say, ‘There’s some diversity,’ and have a Chinese person, but it needs to be not tokenistic. It really needs to be honest and come from the heart,” John...

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