With belief in the resurrection of Christ being so central to Christianity, Easter (falling on April 16 this year), and its lead-up, is a very meaningful time for Christians all around the world, with many attending church services even if they wouldn’t ordinarily do so. For the close to two thirds of Australia’s population identifying as Christian (according to Census, 2011) Easter also tends to bring to mind images of hot cross buns, chocolate eggs, baby animals, Easter egg hunts, and – of course – the Easter bunny.
But in the melting pot of Australia, cultural differences abound among various multicultural audiences celebrating Easter. The Greek Orthodox faith – for one – has some particularly noteworthy traditions around Easter.
In many ways, Australia has always been ahead of the game with regards to new technology uptake and adoption – a point which should be a source of great national pride. In fact, an Australian Government Department of Industry, Innovation and Science infographic on ‘Adoption of digital technologies by Australians’ beautifully highlighted such heartening facts as:
- 90 per cent of Australian adults actively use the internet and almost all Australian businesses are connected
- Three quarters of Australians use mobile phones to access the internet, making us one of the most mobile connected countries in the world
- The average Australian household has 8 connected devices
“Multiculturalism is the unstoppable global trend that Australia is leading”
MultiConnexions has launched MCX Talent, the company’s new cultural talent arm on the sidelines of the company’s ‘Roostail’ Lunar New Year Asian insights evening held at Melbourne’s Chinese Museum. Sheba Nandkeolyar, CEO, MultiConnexions announced the launch of MCX Talent, which will help marketers and agencies fill the gap existing in the market for culturally diverse talent.
Why should brands invest in speaking to the new audiences in Australia? This is a question often asked by marketers. And there can be no better answer than what I see outside Emporium Melbourne at 5:00 am this fairly chilly morning. There are more than 60 young Asians already waiting patiently in the queue to purchase the Yeezy Boost 350 V2 –new Kanye West sneakers.
They look pretty well settled in their light fold up chairs, and look like they may have been there all night. A $250 pair can be sold online I am told by one informed youngster for $600 – a tidy profit. I take a quick walk before heading to the airport and watch a deal being done. One young guy sold his place in the queue for $200 to another punter.
Lunar New Year is one of the busiest times for MultiConnexions (MCX), as there is often a flurry of work as our clients seek to target audiences of Chinese and other Asian backgrounds during a time when they are very receptive to positive messages.
The 2017 Lunar New Year was one of the most memorable for me, as I was heavily involved with the research and implementation of activations and events for our clients, Medibank and Telstra. It was also memorable as recently I had started to embrace Chinese culture more, starting to learn Mandarin at University of Sydney, as well as trying more Chinese cuisine (hotpot being a new favourite).
On my recent trip to India, I was amazed at the changes in population demographics and psychographics. It was indeed a youthful India that I encountered.
It was not just meeting young people brimming with entrepreneurial energy that impressed me, but also encountering the middle aged and older Indians with a refreshingly and decidedly younger mindset that took me by surprise!
The MultiConnexions team recently unearthed an insightful article that was published in WeForum.org titled, ‘These are the most powerful languages in the world’ written by Kai Chan, Distinguished Fellow, INSEAD Innovation and Policy Initiative.
In my role as Creative Writing/Language Lead, I get to experience the power of languages every day. Language matters. It breaks barriers, creates meaningful conversations and forges powerful connections that help companies and their customers understand one another better.
MultiConnexions boosts investment into strategy and insights with appointment of Kaiyu Li as new Director of Strategy and Insights
MultiConnexions, Australia’s largest independent multicultural marketing agency, has today announced the appointment of Mr. Kaiyu Li as Director of Strategy and Insights. The new appointment will see the company boost its strategic and insight capabilities for its existing and future clients.
Chinese New Year… Lunar New Year… Spring Festival… Whatever name you prefer to use, it’s the most significant festival celebrated by the Chinese diaspora across the world, and by communities with a strong Chinese relationship. It marks the first day of a new year on the lunar calendar, when these communities welcome another year with festivities that are steeped in cultural heritage.
Lunar New Year (commonly called Chinese New Year) is one of the oldest and most important traditions in Asian culture. On the 28th of January, 2017 celebrations will come to a crescendo as we enter the ostentatious ‘Year of The Rooster’. This is tenth sign of the Chinese zodiac, and the rooster is generally said to be loyal, sociable and friendly (albeit, a little bossy). While celebrations go on for several weeks, the Lunar New Year period is typically a time when Chinese and other East Asian families come together with their family and friends to honour traditions, to enjoy each other’s company and to hope for a bright future.