Melbourne: Beginning to Belonging

CALD Australians continue to grow in Australia and contribute significantly to the country’s social and economic development. They 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.

ABOUT THE SPEAKERS

Laura Mulcahy is a cultural foresight researcher and strategist. Prior to TRA Mulcahy spent nearly a decade at Nike, USA. Most recently part of their Global Insights team where she spearheaded research projects across the US, Europe, and Asia, influencing Nike's design, brand, and business strategies. Prior to that role, she excelled in Nike's Trend Forecasting team, identifying global lifestyle shifts shaping sport, fashion and culture.

Mark Hobart, Managing Partner, TRA Melbourne, has over 20 years senior insights, brand and innovation experience. He has worked with some of the world’s most recognisable technology, services and FMCG brands including Vodafone, Mastercard, Mars, L’Oreal, Shell, KraftHeinz, Fonterra, Skype, Orange, Samsung, Coca-Cola, and Kimberly-Clark.