Story perspectives

Experts Urge Brands to Embrace Multicultural Advertising

10/27/2025

Summary

Story summary

Leading marketing experts in Australia urge brands to shape culture and engage diverse audiences, highlighting the free event.
The event features Kate Westgate of Unilever and Rapthi Thanapalasingam of Suncorp to discuss multicultural advertising.
Keynote speaker Sara Shams emphasizes authentic representation, noting 57% of overseas-born Australians feel positively portrayed in advertising.
The initiative aims to move beyond tokenism and show the economic benefits of connecting with multicultural communities.

History

Historical Context

Australia's multicultural marketing landscape has evolved significantly since the late 1960s, when businesses first recognized the ethnic market's potential. By 1995, the Australian Broadcasting Corporation showcased diverse cultures in its programming, enhancing audience engagement. In 2016, the Multicultural Advertising Conference highlighted the importance of authentic representation, with Unilever noting that 57% of overseas-born Australians felt positively portrayed in advertising, underscoring the economic benefits of inclusivity.

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Story summary

Leading marketing experts in Australia urge brands to shape culture and engage diverse audiences, highlighting the free event.
The event features Kate Westgate of Unilever and Rapthi Thanapalasingam of Suncorp to discuss multicultural advertising.
Keynote speaker Sara Shams emphasizes authentic representation, noting 57% of overseas-born Australians feel positively portrayed in advertising.
The initiative aims to move beyond tokenism and show the economic benefits of connecting with multicultural communities.

1 / 2