Reset your thinking: What marketers can do to reach today’s Australian consumers

Thang Ngo

As Australia appears to be increasingly divided along social, racial and other lines, Thang Ngo offers some tips on how brands can reach today’s Australians.

If a country is debating the date of its National Day, then there’s a problem. That’s exactly what’s happening in Australia today. Jan 26, the day the First Fleet landed in 1788, has traditionally been celebrated as being the birth of modern Australia. Others have renamed it Invasion Day, when colonising forces forcibly took the land from the Indigenous people.

Ironically, instead of unifying, Australia Day pits the First Fleet against our First Nations people.

According to the 2023 Edelman Trust Barometerreport, more than half of Australians (54%) thought that the fabric that once held Australia together has...

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