Reframing Australia: What does an ‘ordinary’ Australian family look like?

By AdNews | 14 September 2017

Inspired by conversations about changing demographics and how hard it can be to reach a super-diverse population, as well as the growing debate around the depiction of Australians in the media, AdNews took to the streets to find out what the perception of an ‘ordinary Australian family’ is.

As the 2016 Census revealed, ‘Ordinary Australia’* no longer exists – and this is why a reconfiguration needs to happen across agencies, in the media, and at Aussie brands. In fact, out of a population of almost 26m, only 6,000 people fit the ordinary bill.

Interestingly, out of all the people we interviewed on the streets, only one person (Shima, 34) correctly pointed out that there is no ‘cultural norm,’ while many described a typical Aussie family that may have existed in 1991, but certainly features less in 2017. Our perception of what is ‘normal’ appears to be dated. And it could be said this is also true across the media and advertising industries.

AdNews is hosting a half-day event on 15 November in Sydney: AdNews Live: Reframing Australia is a forum that will dispel myths and set in motion ways in which a re-imagined ‘Straya can take shape in today’s media landscape.

AdNews Live Reframing Australia will explore the disconnect between the industry and our changing demography, and why brands that do not adopt a more representative approach will lose.

The event will look at the cost of creative whitewashing and the business benefits of connecting to Australia’s super-diverse population.

Dr Mehreen Faruqi, the first Muslim woman elected to any Parliament in Australia, will give the keynote opening address.

Next week we will announce the participation of one leading organisation that has made it its business to knock down old perceptions, and shed light on this super-diverse country. More to come soon.

Change is happening fast. Jump on board.

Book your ticket now and save $100.

Early Bird: $275 (ends October 6th)

Standard: $375

*‘Ordinary’ is defined as follows: You speak only English at home; you were born in Australia; your parents were born in Australia; you’re Christian; your family has English ancestry; you’re in a registered marriage; you live with your spouse and two children; your home is a free-standing, three-bedroom house, which you own with a mortgage; you have two cars; your family income is $2,000–$2,999 a week (or $104,000–$129,999 a year) – source ABC. 

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