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.
The first episode of our new podcast series, CALD Talks where we explore “Cultural Unconscious Bias and Stereotypes: Inclusivity through a Cultural Lens” has officially launched!
The first episode takes a look into the traps of cultural unconscious bias occurring internally and externally across the marketing community today. We journey through the intricate web of biases and ethical stereotypes, exploring how they can play out through a creativity lens. Finally, we look at strategies that marketers and their creative teams can adopt to mitigate the risk of falling into the trap of cultural stereotyping.
Thank you to our panellists who joined us for this insightful conversation:
✔︎ Steven Asnicar, CEO of Diversity Australia
✔︎ Simone Clarke, CEO of UN Women Australia
✔︎ Reg Raghavan, CEO of CulturalPulse
✔︎ Nadia Cameron, CALD Talks Host
🎧 Listen now to the first episode of CALD Talks by heading to our website culturalpulse.com.au
#CALDTalks #MulticulturalMarketing #CALDMarketing #CulturalDiversity
Research Funding Development Specialist
4moMay be a bit late for your podcast, but in my experience a large proportion of my fellow research-adjacent colleagues moved into these roles after securing either their MSc or PhD, or after their first/second postdoc position - I've heard some female colleagues say it was because of the instability of researcher positions not aligning with their plans for having a family. I feel there is something more going on here though 🤔