Does your organisation truly have a growth strategy if it’s ignoring the fastest-growing segments of Australia’s population?
Our Principal and Advisor, Simon Edwards, recently joined the Questioning Gurus podcast to unpack why many organisations are still approaching multicultural Australia through an outdated “Western lens” — and what that means for growth.
In the conversation, Simon explores why cultural intelligence goes far beyond translation or representation. It’s about understanding the underlying values, behaviours, communication styles, and community dynamics that shape how people engage with brands, workplaces, and institutions.
Some key insights from the episode:
- Growth comes from new audiences. In sectors like banking, retail, and services, future growth is increasingly driven by younger multicultural Australians and new migrants.
- Many cultures are collectivist, not individualist. Belonging, family, and community influence decision-making in ways traditional Western marketing often overlooks.
- Communication styles differ. While Western marketing tends to rely on text-heavy, low-context communication, many CALD audiences respond more strongly to symbolism, imagery, emotion, and community signals.
- Community activation matters more than simply pushing ads. Authentic engagement through trusted networks and ambassadors creates stronger outcomes.
- Cultural understanding is just as important internally as externally. Employee experience, leadership, and workplace communication all benefit from greater cultural intelligence.
The biggest takeaway?
Multicultural engagement is not a side strategy — it is a growth strategy.
Organisations that lead with curiosity, understanding, and cultural intelligence will build stronger connections and unlock opportunities others are missing.
Listen to the podcast above or HERE on Spotify.
Read more on what we do HERE.
