The 2021 census data is out and is telling a story about a rapidly-changing nation.

The results are in - Australia is more culturally diverse than ever, the country’s age profiles are shifting and our First Nations population is growing. 

Below, we share the scoop on the top 3 biggest demographic shifts underway, and how our cultural and community-based sectors can use these insights to engage larger or new audiences.

We finish with a checklist of actions so you can stay ahead of the shift.

Over a million new migrants have arrived in Australia since the last census.

Source: ABS

More than 50% of Australian residents are born overseas or have a parent born overseas, making us the first English-speaking nation to have a migrant majority. Incredible! Plus, as you can see in the chart, there’s an increase in the proportion of migrants from the Global South (eg. Asia and Africa) between 2016 and 2021, while migrants from England, New Zealand and Italy have decreased.

The many faces of Australia mean that we need to represent and redefine the Australian story. We cannot let diversity be just a buzzword to throw around aimlessly.

We have a responsibility, and an opportunity, to embrace and reflect these cultural shifts, whether it be through the people we hire, the programs we invest in or the audiences we strive to serve.

If you’re wondering what your next step is, we love the Creative Equity Toolkit and their action-oriented approach to increasing cultural diversity in the arts. Check out their resources for Audience Development and Marketing to learn more about trust, reciprocity and cultural democracy.

Millennials and Baby Boomers now have equal numbers across the nation, with Millennials overtaking most capital cities.

Young Australians see arts and culture as central to their lives. According to a report by A New Approach, young people believe ‘arts and culture are embedded in and inseparable from everyday life - it is impossible for them to imagine a world without arts and culture as they access these experiences constantly.’ Read their executive summary below for the key findings and opportunities.

Couple these sentiments with Australia’s shifting age profiles and we can see just how worthwhile it is to tailor our approaches and engage these younger audiences. Many organisations have already tapped into the idea that Millennials and younger are in the market for ‘experiences’, such as immersive and participatory installations that are perfect for sharing on social media (*cough* Van Gogh Alive). 

Take a look at our Young People Attendance Outlook to find out how Millennial and Gen Z audiences are currently feeling about cultural events (spoiler: they’re eager!) and the ways we can overcome barriers to attendance. 

And stay tuned for a new research resource on arts and young people in Spring 2022. Patternmakers, in collaboration with ATYP, is working on a series of key messages and infographics, based on rigorous, quality research, as a part of the National Youth Arts Connections program.

The number of people identifying as Aboriginal and/or Torres Strait Islander increased by over 25% since the last census.

There are now almost one million Indigenous people in Australia and this rapid increase cannot be accounted for by births alone. What we’re seeing is an identification change - people who previously did not state they are of Aboriginal and/or Torres Strait Islander origin are now choosing to do so. 

There are many reasons why Indigenous people may decide not to state their First Nations identity, ranging from fear of government surveillance to the failure of the census in accurately defining and measuring Indigeneity.

Despite this, people are feeling more comfortable declaring themselves as Indigenous and this is an encouraging development.

The census also revealed that traditional languages remain an important part of Indigenous households - with more than 78,000 people speaking an Aboriginal or Torres Strait Islander language at home. First Languages Australia developed an excellent ongoing interactive map, titled Gambay, consolidating the first languages across the country with the help of language centres and community members. Search up your own area to learn about the local languages or keep an eye out for voice recordings and videos provided by the Indigenous community. Go forth and explore!

Checklist of actions

Here are some ideas to help your organisation stay ahead of the shifts occurring:

  • Ensure your leadership, executive teams and board are across the data. Schedule a briefing or send around an email. We love how this interactive scrolling tool by ABC News visualises the data.

  • Have a look at how each of these growing demographic segments are represented in your board (and executive team, and staff) and if needed, read more about implementing diversity strategies.

  • Schedule time in the next strategy meeting for a briefing on demographic trends, and brainstorm what the trends can mean for your organisation or community.

  • Identify community organisations, schools, businesses and publications in your community that serve these growing audiences - and explore how you might connect with them or include them in your partnership strategy.

  • Create (or update) your Audience Development Plan to include new strategies to serve culturally diverse communities, younger audiences and the First Nations population. Check out this guide by The Audience Agency to get started.

  • To be effective and sustainable, audience development should be woven into the fabric of your organisation. The Creative Equity Toolkit signposts a checklist to assess your capacity for successful audience development (page 135).

There’ll be more census updates to come, as the ABS releases new data.

Cover image: Pintupi Women’s Collaborative, Kanaputa, 2010. Obtained from National Gallery of Victoria.

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About the Author

Melanie Raveendran
Digital Marketing Associate

 
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