Secrets & Lies: Research reveals migrants are in the best place they’ve ever been to leverage cultural identity

Australians overwhelmingly believe that multiculturalism is an important and positive part of Australia’s national identity. In fact, almosttwo‑thirds of Australians say that the very bestthing about Australia is its rich and diversemulticultural population, according to research launched today.

Set against the backdrop of an oftendivisive federal election campaign, Secrets & Lies –  National Identity Report, produced by creative transformation company, WPP AUNZ,reveals that Australians are largely united about the importance of multiculturalism and its role in a more progressive and positive narrative for our country.

Rose Herceg, Chief Strategy Officer and Futurist, WPP AUNZ, said:“Australians want policy shaped towards a more progressive and technology-driven Australia. They don’t want to see less immigration. They want to see an Australia that can face the challenges of the future with a confident, future-ready workforce.”

Across the research there were patterns of significant differences between Australians who spoke only English, and those that spoke a language other than English at home. With the growing importance of diversity in our society and workplaces, the research findings show there are great competitive advantages to embracing Australia’s ‘interntionalists’.

With higher rates of adopting new technology, influence on food trends and likelihood to start a small business the influence the migrant experience can’t be underestimated. Possibly the optimism and high expectations to succeed, or the straddling of two cultures, drives a strong ambition for migrants who can choose to swim in two or more lanes.

Furthermore, the report revealed that 72% of Australians say there’s a richness that comes with being able to speak more than one language with 62% of Australians wishing they had learnt another language growing up. 41% of Australians say their ability to speak a language other than English give them an entirely different perspective on the world.

“It’s time to have a serious conversation about marketing to people who speak more languages than just English. This richness and duality bring plenty of business opportunities. There is a shift in paradigm, which we’ve been witnessing over the last decade where ‘internationalists’ are now in-fashion, creating highly desirable implications for business, in the workplace and in society in general.

“We live in a two dimensional society, but migrants take a three dimensional view of the world. It enables them to think differently, problem solve differently, react and adapt differently. No matter if migrants are first, second or even third generation, speaking a language other than English is the great determining factor in shaping many attitudes – their view and interaction with the world around them and everyday life is different,” Herceg said.

The research released is the second chapter of theSecrets & Lies study,whichanalyses the difference between what Australians say and what they think or do. The public values reported versus theprivate truths hidden. It explores the values all Australian hold dear and how these impact decisions to vote, buy, recommend or support a brand, organisation or cause.

Commissioned by leading creative transformation company, WPP AUNZ, it challengespolicymakers and businesss leaders to think differently to better connect with all Australians, including multicultural communities.

WPP AUNZ is Australasia’s leading creative transformation company.

*Secrets & Lies is based on comprehensive research commissioned by WPP AUNZ and conducted by two of its specialist research and insights companies: Colmar Brunton and Lightspeed. The Australian research comprised extended face-to-face interviews with a broad range of consumers. Based on the outcomes of the initial qualitative phase a questionnaire was developed, with further refinement then made following cognitive testing. The second stage of fieldwork comprised a national survey of 2,500 Australians aged 18 years and over. It measured people’s attitudes and behaviours regarding a range of personal, social and national identity factors. The survey was conducted online, with fieldwork taking place in July and August 2018. The sample was designed to ensure accurate age, gender and location representation. A third stage of fieldwork was conducted in April 2019 with an online survey of a further 2,500 Australians and 1,500 New Zealanders, again designed to ensure a representative sample.