Sydney: Beginning to Belonging

51.5% of our population were born overseas or have a parent who was. CALD Australians continue to grow in Australia and contribute significantly to the country’s social and economic development. Plus, represent critical future demand for brands. But how well are brands stepping up?

Spanning deep cultural consultation, 135 hours of conversations, and a quantitative study of 2,000 CALD Australians, our research showed that brands are failing to authentically connect with the unique CALD identity – and, in doing so, missing out on a huge commercial opportunity.

In this highly collaborative workshop, you will apply key learnings from this study to your own strategy.

The workshop will deepen your understanding of CALD migrant communities and explore ways brands and organisations can help ease their passage from beginning to belonging.

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ABOUT THE SPEAKERS

Terri Hall is an insights leader passionate about putting people at the heart of decision making, driving better experiences and commercial success. She believes in using multi-disciplinary approaches to uncover deep, inspiring insights that foster transformative change.

Colleen Ryan, Partner at TRA, has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.