ChapterIntroduction
Have you ever stopped to think about what language you think in? What about the language your audience thinks in?
In Australia, more than 5.6 million people—about 22% of the population—speak a language other than English at home. Surprisingly, over 300 unique languages are spoken in this country, including First Nations languages.
Now think about your next campaign. Who are you really speaking to—and who might be missing from the conversation?
On a global scale, there are more than 7,100 unique languages. Our planet is home to a staggering 8 billion-plus people, and that number is growing every day. Each one of us contributes to a symphony of billions of words spoken in countless dialects, variations, and languages.
Sure, English might be the most widely spoken language, with almost 19% of the global population using it, but here’s a fun fact: roughly two-thirds of those English speakers learned it as their second language. Isn’t that something?
And it doesn’t stop there. Even in countries where English is the primary language, the linguistic diversity is mind-blowing. Canada? More than 190. The United Kingdom? More than 300. And the United States? A whopping 350+ languages! (And these figures don’t even include Indigenous languages.)
This diversity shapes how we connect and challenges how we communicate. It demands more from us as professionals, leaders and institutions. When we label communication for diverse audiences as ‘foreign’, ‘ethnic’ or ‘multicultural’, we’re not just using the wrong words—we’re starting from the wrong place. Imagine being called ‘foreign’ in your own homeland.
So, as we dive into this book, let’s take a moment to celebrate this incredible linguistic and cultural diversity and explore how it shapes the way we communicate and connect with each other. These are the ten most spoken languages in Australia—but the real question is: which of these do your community members speak, and how do they experience your message?
English — 18.3 Million (72%)
Mandarin — 685,274 (2.7%)
Arabic — 367,159 (1.4%)
Vietnamese — 320,758 (1.3%)
Cantonese — 295,281 (1.2%)
Punjabi — 239,033 (0.9%)
Greek — 229,643 (0.9%)
Italian — 228,042 (0.9%)
Hindi — 197,132 (0.9%)
Spanish — 171,370 (0.8%)
The most widely spoken community languages in Australia.
Each language represents a unique culture, and within each culture, subcultures, each with its own distinct way of thinking. It’s a beautiful mosaic of human expression.
Not only does this approach feel exclusionary, but it’s also a misstep in public communication. At best, we’re inadvertently shrinking our potential audience. But more critically, we risk doing real harm through misinterpretation, confusion or cultural disrespect.
If you work in government, non-profit or public-facing services, you know how complex inclusive communication can be. The need for respectful, culturally aware communication is a matter of reputation and a fundamental requirement to providing access, equity and trust in the communities you serve.
In many cases, it’s also a matter of compliance. Policy frameworks such as the Australian Government’s Multicultural Access and Equity Policy, state-based inclusion strategies, and disability and language access laws all recognise that public communication must be inclusive, not optional. Getting it right helps avoid risk, ensures services are equitable, and supports performance reporting on engagement, reach, and inclusion.
Governments are tasked with reaching a diverse populace, where every person brings their own linguistic and cultural context. Here, the stakes are even higher, as failing to communicate effectively doesn’t only risk losing an audience, but negatively impacting the well-being and informed participation of citizens.
If you shape communication for public audiences—whether in a government department, nonprofit, health service or local council—this book is your guide to building more inclusive, more resonant, and more culturally aware strategies.
Let’s dive deeper into this and explore a more inclusive approach.
Language Matters
Terms such as ‘ethnic marketing’, ‘foreign marketing’ and ‘multicultural marketing’ are outdated concepts. They often reveal more about the speaker’s worldview than the audience’s lived experience. These labels emerged in an era when difference was viewed through a narrow, outsider lens, before the digital age and the era of globalisation. Today, in our increasingly connected and intercultural world, it’s time to retire those terms and rethink how we approach public communication.
If we want to tap into these new markets, we need to change how we approach language and how we consider the audiences for each. When we group culturally and linguistically diverse audiences under umbrella terms like ‘ethnic’, ‘foreign’ and ‘multicultural’, we risk treating people as one homogenous group. In reality, our communities are a bustling mix of many audiences and cultures.
In other words, they’re not a demographic, they’re people! And people deserve to be communicated with in ways that are relevant and reflective of who they are.
This isn’t just a matter of sensitivity but also strategy. Effective communication for people who may have historically been marginalised or underrepresented starts with listening, understanding, and co-creating messages that reflect people’s realities, not just their labels.
It also means understanding that language is only one piece of the puzzle. Dialects, tone, imagery, colour, and communication style all influence how your message is received. That’s why a one-size-fits-all campaign often doesn’t fit anyone well.
Below are just some of the factors that often go overlooked in public communication strategies. They may seem small, but together, they shape whether a message is truly seen, heard and understood.
Country — Adjust strategies for local vs global audiences, consider cultural norms and legal regulations.
Language Proficiency — Use appropriate language complexity, ensure communications are culturally sensitive at the very least.
Native Thinking — Even if fluent in English, individuals may think and feel in their native language and culture. Craft messages that resonate with the cultural mindset and emotional context.
Linguistic Nuance — Understanding native language subtleties and sub-cultures with different linguistic preferences. Tailor content to reflect local idioms, sayings and cultural expressions.
Dialects — Use dialect-specific language for authenticity and better engagement.
Colour Perception — Select colours that align with cultural meanings and aesthetic preferences.
Communication Style — Adapt communication channels and styles to audience preferences.
Generational Focus — Differentiate messaging to connect with the values and media habits of each generation.
Accessibility — Incorporate features like subtitles, alt text for images and easy-to-read formats. Design your content to be compatible with screen readers and other assistive technologies.
Believe it or not, we’ve only just scratched the surface. Throughout this book, we’ll unpack how language, culture, and community shape communication—and how you can build strategies that don’t just inform, but include.
Rethinking the Translation Conversation
Before we go any further, it’s worth pausing to rethink one of the most common assumptions in public communication: that translation is simply a matter of time, cost, and quality. That familiar triangle has shaped internal conversations for decades—but it doesn’t reflect the reality of communicating with diverse communities today.
A more useful way to frame the conversation is not around what translation service you can afford, but around what your audience and campaign actually need.
When communicators shift from a transactional mindset to an audience-and-outcome mindset, three practical considerations rise to the top:
Time: Is this a fast-moving situation, such as a health alert or emergency response, where speed is the priority? Or do you have space to engage communities earlier and bring them into the process? Time is not just a production variable—it shapes which communication approach will land well.
Budget: Instead of defaulting to the lowest-cost option, teams can think about budget in terms of campaign objectives. What level of investment is proportionate to the importance, reach, and risk of the message? What does ‘good enough’ look like for this audience and this context?
Resonance: This is where standard translation models fall short. A message can be technically accurate and beautifully translated but still fail to resonate if it doesn’t reflect lived experience, cultural norms, or the way communities make meaning. Resonance is more than linguistic quality—it’s about whether the message connects.
What the LEXIGO framework illustrates is that different approaches to multilingual communication suit different combinations of time, budget, and resonance. When time is short, a straightforward translation may be the most practical choice. When resonance matters most—for example, in behaviour-change campaigns—approaches like localisation or NX-style co-creation may be more effective because they bring community insight into the message itself.
This is the conversation to have with colleagues: ‘What does this audience need from us?’, ‘What does this campaign require to succeed?’, and ‘Which approach to multilingual communication best supports that goal?’
By reframing translation in this way, you can move from a transactional mindset to a strategic one that centres equity, trust, and meaningful engagement across languages and cultures.
Bring the Conversation Forward with Native Experiences
The alternative to ‘ethnic’, ‘foreign’ or even ‘multicultural’ communication isn’t a new label but a new way of thinking. Native Experience Marketing (NX) invites us to rethink how we engage with diverse communities by putting cultural authenticity and audience insight at the centre of communication design.
By ‘native’, I mean authentic communication that is not just translated but truly rooted in the cultural, linguistic, and lived experience of the people you’re trying to reach. It’s not just about translating words, but translating meaning. Not just speaking to communities, but speaking with them.
Imagine a campaign designed with the audience in mind from the outset. One that draws on their perspectives, priorities, and values—co-created with the communities it’s meant to serve. This is the essence of Native Experience. It’s a design-thinking approach to public communication: adaptive, audience-led, and inherently respectful.
NX starts with a shift in perspective and aims to speak through that lens, so campaigns are set up for success from the get-go. NX is all about authentic engagement, acknowledging that non-English-speaking audiences are not one big, homogenous group.
And by native, I also mean actively working with people from the communities you aim to serve—not after the fact, but from the start. These are the people who will ensure messages come across natively and authentically.
This native approach is built into a marketing campaign or initiative from the very beginning, prioritising the consideration of how to authentically communicate with each audience segment natively, not adding it as an afterthought. Before any messaging is written, colours chosen, or graphics designed, NX encourages us to pause and ask: how will each community experience this?
Done well, NX can significantly boost your positioning among your target audience and build credibility. And when your audience feels truly seen and respected, they respond.
This is especially important in public sector communication, where messages are not just about brand awareness, but about access to services, civic participation, and community wellbeing. NX can play a critical role in ensuring that essential information reaches people in ways that feel relevant, safe, and empowering.
To put it simply, embracing NX in your next campaign or initiative will not only help you reach more people, it might also be the start of a stronger, more lasting relationship.
Cultural Insight: The Heart of NX
Take a page out of the book of a corporate giant like Nike that understands a crucial aspect of global business: the substantial gap between their overarching corporate culture and the local needs of the communities they serve. Nike’s strategy isn’t about forcing uniformity; rather, they embrace the diversity of each market. They establish local offices, staffed with marketing experts who possess an in-depth understanding of each region’s unique cultural landscape, offering invaluable native insights.
Similarly, Starbucks’ journey in Australia serves as a learning curve. Their initial expansion efforts, rigidly adhering to their international model without adapting to the local context, resulted in a significant setback, leading to the closure of over 250 stores across Australia. However, their subsequent attempt was marked by a strategic collaboration with local partners—infusing Australian sensibilities into an American brand and paving the way for long-term success.
So, how can your department or organisation replicate such success and avoid pitfalls? This is where NX comes into play. This book will help you transform the way you perceive and engage with new audiences. It’s particularly attuned to public sector and nonprofit communicators—those tasked with delivering essential services and messages across a broad and diverse community.
By adopting a ‘native lens’, you can shift your mindset, enabling you to reach, include, engage, and grow within new markets authentically. For government communicators, it’s essential for ensuring access to services, building trust with multicultural communities, and delivering on legislative and policy obligations around inclusion.
It may be that you’re already familiar with the needs of these audiences, or that you’re comfortable with the concepts of localisation and hyper-localisation. What this book provides is a flexible and tested framework to help you create messages that resonate, especially where stakes are high and impact matters.
At the book’s heart is the NATIVE acronym, which also serves as our values at LEXIGO, the translation and native communication agency I have been running since I founded it in 2011.
It’s a simple to remember yet flexible marketing framework that outlines how professionals can make their in-language, in-culture marketing and communication initiatives:
- Notable to the efforts as a whole
- Authentic in your messaging
- Trusted by the audiences
- Inclusive in approach
- Versatile in execution
- Evolving with the changing dynamics of the campaign and its audiences.
It’s a strategy that is not static but dynamic, allowing marketing and communication teams to pivot and adapt as the cultural conversations and market conditions shift. Whether you’re drafting a ministerial brief, designing a public health campaign, or preparing a consultation strategy, NX helps you ask: who’s missing, and how can we invite them in?
Introducing NX enables you to:
- Reach communities in their native language and cultural context—whether local or global. By leveraging NX, you can pinpoint untapped market segments that respond more favourably to culturally resonant messaging. This approach broadens the scope of potential audiences and fosters a sense of familiarity and trust among new audience demographics.
- Present a compelling case to internal and external stakeholders. NX helps illustrate the tangible benefits of a culturally nuanced approach. By articulating the potential for increased market share, enhanced brand loyalty, and improved customer satisfaction, NX can demonstrate its value as an indispensable component of an organisation’s growth strategy. For public sector and non-profit teams, this also strengthens the case for funding, stakeholder alignment, and reporting on equity goals.
- Develop creative ideas that support true connection. Creativity infused with cultural insights can lead to innovative campaigns and initiatives that resonate on a deeper level. This may involve incorporating local idioms, customs, beliefs or values into marketing strategies, ensuring that communication is not just translated but truly transformed and created in-language to align with the cultural context.
- Consider the diverse layers of NX audiences in relation to your message. Understanding demographic data, migration patterns, generational factors, cultural norms, and communication preferences is crucial for tailoring messages that capture attention and generate meaningful engagement.
- Engage with relevant communities and groups, not just at launch, but throughout. This is about finding an audience and building a community around the initiative and the brand. It involves listening to the voices within these groups, involving them in the conversation, and creating a feedback loop that ensures the messages are culturally relevant, respectful and responsive.
- Build trust and credibility over time. The NX approach isn’t about quick wins. It’s about playing the long game and nurturing relationships with your audience that stand the test of time. It’s about keeping the conversation going, tweaking your engagement strategies to keep pace with your audience’s evolving needs and preferences. Do this right and you’ll have a loyal fan base that feels seen, heard, and valued.
- Enhance brand relevance and relatability through native content and initiatives. It’s about tailoring your content to fit the cultural landscape of each market, adapting your brand messages to resonate with local customs, beliefs, and trends. It’s about being seen and, more importantly, being relevant and relatable. And when your content hits home in this way, its impact and effectiveness go through the roof.
Designing campaigns and communication with NX is a tried and tested framework, but it is not rigid or prescriptive. It invites you to approach communication with humility, curiosity, and respect—and to invite your audiences into the process.
It’s important to note that this framework is neither exhaustive nor exclusive. Depending on your situation—the size of your department or business, the size of the campaign, and the resources you have access to—there are dozens, if not hundreds, of other possible approaches. In addition, the method is not about international selling or marketing. It is about setting up campaigns and initiatives for success by communicating natively from the outset to all target audiences. I’m not going to share specific cultural knowledge, other than as examples to explain my points.
NX adopts familiar marketing and communication principles, but leads with cultural intelligence. The essence of marketing and good communication—understanding and connecting with your audience—is universal. NX sharpens this principle through the lens of language and culture, ensuring that the approach is audience-first, culturally-conscious, inclusive, and authentic. It also offers measurable impact. Tracking outcomes such as comprehension, service usage, feedback quality, or community trust helps demonstrate value for campaign success, internal reporting, and long-term planning.
At its core, NX is about more than reach; it encourages communicators to consider all the factors that could potentially affect a campaign’s success and highlights the many paths available for deeper, more equitable engagement. But the magic is where it champions the heart of communication—building genuine, lasting relationships with communities.
This approach compels you to consider all factors influencing a campaign’s success, paving numerous pathways for exploration. More importantly, it recognises the unique ways different audiences connect with your brand or message. This isn’t just about reaching untapped markets; it’s about fostering a deep, empathetic understanding of what matters to them.
Such an approach gives you a meaningful competitive advantage over those who haven’t embraced this level of engagement and reinforces your role as a business or organisation that listens, learns, and leads with cultural respect.
