Multiculturalism In Australia
Multiculturalism in Australia
Australia has been for many years, a pioneer in adaptation to immigration influxes and has consequently established a cultural and political policy that promotes a way of thinking that embraces and accepts Australians who have come from different countries. This includes respecting peoples’ choices and practices regarding their religion and their social beliefs. It means that all cultures are respected and nobody is more important than anyone else. The term multiculturalism in essence means ‘many cultures’.
1.1 Australia’s Demographic Changes
Australia’s increasing migration program has opened up many niche opportunities within Australia’s markets. Accounting for over 4.5 million Australian’s, migrants are no longer treated and socially accepted as the minority, rather, migrants are changing the Nation’s social attitudes and are in such numbers that it would almost be ludicrous not to target Australia’s ethnic markets with more precision.
The key factor that is changing the distribution of Australia’s population is migration. In November 2007, there were 647,000 recent migrants. The majorities were born in other than main English speaking countries, and 90% were aged 15-44 years on arrival in Australia. (http://www.abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/6250.0Main%20Features2Nov%202007?opendocument&tabname=Summary&prodno=6250.0&issue=Nov%202007&num=&view=).Demographic changes and increasing demographic trends, has a large effect on the way in which marketers select their target audience, communicate and interact with prospective consumers.
1.2 Affect on Advertising
Clearly, a large shift in demographics is underway within Australia, it will call for many business to undertake multicultural/ethnic marketing campaigns, and to overview many marketing strategies and practices (Pellet, J. 2006).
It is vast becoming the way of globalization and in the spirit of...
Please login to view the full essay...