Nadia Cameron’s Post

I've spent over 10 years talking to #marketing leaders about what stops them being strategic growth builders in their organisations. Sometimes we can blame the short-sightedness of the CEO or CFO to recognise #brand & #marketing as investment, rather than cost; other times, it's the lack of boldness in the #CMO or the struggle to step outside that very skinny comms & campaign swim lane they've allowed themselves to be channelled into. Sometimes, it's resistance to change, or an inherent fear of trying something different & possibly not getting it perfectly right the first time. Or it could be the limitations of the tools & targeting at their disposal. But then sometimes, marketers simply don't know, or fail to recognise, the bubble they can live in professionally; that what makes our target customers behave & think differently could be rather different to our own behaviours & beliefs. I'm pleased to say we're constructively confronting these hurdles & more in the new CulturalPulse podcast series, #CALDTalks. This 6-part series is all about exploring Australia's rich cultural diversity as a growth lever for Australian #marketing teams & their brands. Multicultural Australia is a huge opportunity. More than 51% of the nation's citizens were either born overseas, or have at least 1 parent who was. The nuances this represents in consumption patterns, brand affinities, channel preferences, behaviours, trust in institutions, influences & product engagement are significant. Marketers who are able to firstly, recognise these, and secondly, harness these to engage more authentically with consumers, will have a substantial #growth advantage over their peers. And yet as we discover through this series, there are several lingering misconceptions & myths to bust - some known, some unknown to many of the marketing fraternity - if marketers are to truly realise the power of #culturalinclusivity in their work and brand actions. I sincerely hope Australian marketers find the expert insights & discussions presented throughout this new podcast series to be useful & insightful. Importantly, I hope they inspire listeners to do something different & innovative in a way that values the rich cultural heritage of modern Australia.