Marine Turner.
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Marine Turner, Sydney Head of Strategy, EssenceMediacom, a WPP Media Brand.
Every five years, the Census reshapes how we see Australia. In 2026 AI will supercharge the data integration, revealing both growth opportunities and challenges for brands, says EssenceMediacom’s Marine Turner.
Fast forward to August 11, 2026: the latest Census will capture detailed data on modern Australian identity - information that could reshape our understanding of the nation and open new growth opportunities for brands.
Why is this important?
First, the Census happens only every five years, and this time will give us unprecedented data that could redefine how we view Australia.
Second, For the first time, the available of AI tools and widespread AI adoption means it’s possible for nearly every business in our industry to integrate this data into their AI systems to power their solutions.
An opportunity to unveil a more nuanced portrait of Australians
The 2026 Census is set to deliver new insights in several valuable areas. For the first time, questions on gender identity and sexual orientation will provide robust, small-area data on the LGBTIQ+ community.
The ancestry question will be updated to record up to four cultural heritages to reflect the true intersectionality of modern Australians (Australian Bureau of Statistics (ABS)[1].
Plus, there will be comprehensive and useable data on wealth distribution, that we haven’t had since 2019-20 as the 2023-24 figures weren’t suitable for official use.
The first release of this new data won’t be available until 2027 but 2026 is the opportunity to fast-track that thinking, and consider ‘who’s missing’ in your brand’s growth strategy?
I believe the 2026 Census will highlight new growth audiences shaping modern Australia, that marketers should be thinking about.
The First Nations Economic Ascent
First Nations Australians have long been overlooked in marketing and represent a major economic and cultural growth opportunity. They are the nation’s fastest-growing middle class, with median household income rising 18% from 2016 to 2021 - and smaller studies suggest this trend is accelerating (AIHW).[2]
Population growth is also strong: ABS projects 1 million First Nations people in 2024, rising to 1.2 million by 2031 (ANS)[3]. Their businesses generate over $16 billion in annual revenue (ABS)[4].
This community’s economic influence is rising, and their culture is highly valued with 60% of Australians expressing pride in First Nations cultures (SBS)[5].
The Enduring Power of “Boomer” Wealth
The immense wealth of older Australians is undeniable, yet our industry remains stuck in a youth-focused mindset.
Reports show older generations hold a disproportionate share of national net worth (ABS)[6], with their wealth far above average - reflecting decades of accumulation long after income peaks.
There is a clear need to evolve our media strategies, move beyond ageist stereotypes and the “PPL18-54” obsession, and recognise the growing economic influence of older Australians - a trend likely to be even more apparent in the next census.
Affluent multilingual consumers
According to the 2021 census, over 5.6 million Australians (22.3%) spoke a language other than English at home. I am part of that cohort and if that trend continued, the number could now be around 6.4 million. Importantly, bilingual Australians don’t limit themselves to one media landscape - they often choose foreign language content for cultural relevance and depth (SBS)[7].
Why worry about in-language advertising for multilingual audiences? Data shows that permanent migrants have higher median incomes than the general population, with skilled migrants earning the most (ABS)[8].
In short, these audiences represent significant growth opportunities. As 2026 Census data emerges, being ready to engage them will set apart brands who understand the changing face of Australia.
However, the impact of AI on how we use this data creates an ethical question to be cautious of: Are we heading for a “census data shock” in our tools?
When agentic and programmatic systems ingest fresh Census data, they may quickly identify certain cultural or demographic groups as valuable for growth.
However, these tools often lack nuance - AI doesn’t see “diversity” or “affluence,” only which cohort converts best with which message.
This creates two challenges:
- If a stereotypical ad outperforms a nuanced one, even slightly, AI will amplify the stereotype.
- With all major tools using the same data at the same time, the digital ecosystem could rapidly entrench data-driven stereotypes, crowding out more nuanced communication.
To tackle this, and ensure that we are using the data the census provides to inform insight and strategies that truly reflect diverse Australia, there are plenty of resources and support from places like the MFA sponsored SBS Inclusion Program to Inclusively Made, who support inclusive production, or cultural consultants like Black Card.
So, as we approach 2026, I urge you: Prepare for a new view of modern Australia, learn about emerging growth audiences, and most importantly, consider how to engage them thoughtfully, mindful of algorithmic bias.
[1] Source: Australian Bureau of Statistics (ABS): 2026 Census Topics and Data Release Plan and Outcomes of the 2026 Census Topic Review
[2] Source: Australian Institute of Health and Welfare (AIHW): Aboriginal and Torres Strait Islander Health Performance Framework (HPF), Measure 2.08 Income (Citing ABS Census data for 2016 and 2021).
[3] Source: ANS, Population Projections, July 2024
[4] Source: The University of Melbourne's Dilin Duwa Centre for Indigenous Business Leadership / ABS: Indigenous Business Snapshot
[5] Source: SBS : “What Australia Means to Me” Research, 2025
[6] Australian Bureau of Statistics (ABS): Household Income and Wealth, Australia, (Latest edition, e.g., 2019-20 or 2021-22 depending on release cycle), specifically the data tables on Net Worth by Age of Reference Person.
[7] Source: Sense of Belonging and Media Representation among Multilingual Audiences in Australia (2025). Co-led by Rebecca Griffiths (SBS) and Professor Sora Park (University of Canberra).
[8] Australian Bureau of Statistics (ABS): Migrant settlement outcomes, 2025
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