My parents migrated to Australia in 2000. My parents, like many others spoke another language at home, with the family and in their community. Australia was very different back then, but what hasn’t changed is just how much migrants depend on their communities for their sense of belonging. I’ve also been reflecting on what multicultural connection truly means for brands in today’s diverse Australia. 

At Multicultural Outdoor, we believe multicultural audiences aren't just a segment — they are the fabric of modern Australia. Our mission is simple: to help brands and government bodies reach these audiences where they live, work, and gather. But more than that, we help brands connect — emotionally, authentically, and powerfully – with the 30% of Australians that speak another language at home. 

Multicultural Audiences Are Powerful — and Growing 

Australia’s multicultural communities are growing rapidly, representing more than 51% of our population. These audiences are highly educated, digitally connected, and economically influential: 

• 57% of permanent migrants hold university qualifications — more than double the national average. 

• The median age of skilled migrants is 37 — younger than the national average and in their prime earning years. 

• Buying power is shifting, and these audiences are increasingly influencing mainstream consumption patterns. 

To engage these communities, it’s not enough to translate a mainstream message. Brands must lead with cultural intelligence — crafting campaigns that feel relevant, respectful, and real. 

At the heart of Australian identity lies mateship—a spirit of camaraderie, belonging, and mutual respect. My father often recounted his experiences integrating into Australian society; while it was challenging at times, inclusion and belonging made all the difference. Local initiatives and community events, such as recent religious and cultural celebrations, exemplify how multiculturalism enriches Australian society by fostering understanding and belonging among diverse groups. 

Emotional Impact Drives Brand Loyalty 

Multicultural advertising isn’t just about reaching a demographic. It’s about making people feel seen. When audiences see their language, their culture, and their community reflected in a campaign, the emotional impact is powerful. It builds trust. It builds affinity. It builds loyalty. 

One standout example is McDonald’s summer campaign, which ran on the Multicultural Outdoor network in-language, in culturally relevant locations. The feedback wasn’t just positive from customers — it resonated internally. Multicultural employees at McDonald’s said they felt proud to work for a brand that represented and celebrated their identity. 

As Amanda Nakad, McDonald’s Australia Marketing Director, shared at the recent B&T Inclusivity with Impact breakfast: 

“It’s not just a proportion of our media plan anymore but part of our DNA… Year on year, we are scaling up in this space because it works.” 

Where Brands Meet Community 

Multicultural Outdoor is Australia’s first dedicated multicultural out-of-home network. But what makes us unique is not just where we show up — it’s how. 

Our digital screens are placed in community-led locations: local supermarkets, shopping strips, places of worship, and cultural precincts. These aren’t just high-index areas — they’re meaningful spaces where multicultural Australians feel at home. 

We offer: 

✅ Culturally nuanced targeting 
✅ In-language capabilities 
✅ Authentic environments that invite engagement 

The result? Campaigns that don’t just speak to multicultural audiences — they speak with them. 

Less Noise. More Meaning. 

The brands that will win in the next decade are those that stop treating multicultural audiences as a checkbox and start seeing them as brand-building partners. It's time to shift from tokenism to true inclusion — and from generic messages to emotional connection. 

As Yasmina Pinto, Head of Brand at AGL, said at the Inclusivity with Impact breakfast: 

“Don’t be scared to explore.” 

We couldn’t agree more. 

At Multicultural Outdoor, we’re proud to help forward-thinking brands and government partners explore what’s possible — and create campaigns that go beyond awareness to create belonging.