“Language is a bridge, not a barrier”: Ethnolink Summit explores multilingual marketing

If one in five Australians speak a language other than English at home, why do so many marketing campaigns remain monocultural and monolingual? That was the challenge posed to attendees at the Ethnolink Summit in Perth, where industry leaders explored how language-inclusive communication drives stronger connections and more meaningful engagement in a diverse Australia.

Held at Pan Pacific Perth on Wednesday, 26 February 2025, the summit brought together more than 120 marketers and communicators from Western Australian government departments, local councils, not-for-profit organisations, and creative agencies. A central theme emerged: multilingual campaigns succeed when they resonate both culturally and linguistically—and when they are co-created with the communities they aim to reach.

Henrietta Podgorska of Umbrella Multicultural Community Care urged attendees to rethink their approach to language. “Language is a bridge, not a barrier,” she said, encouraging marketers to integrate inclusive planning from the outset. Rather than treating language as an obstacle, she emphasised the importance of ensuring messages are meaningful and relevant to their intended audiences.

Echoing this sentiment, Costa Vasili of Ethnolink addressed the growing hype around language AI. While acknowledging its value, he cautioned against overestimating its capabilities. “What we’re seeing is a classic case of people overestimating technology’s potential,” he said. “Language AI absolutely supports translators, but it’s by no means a replacement.”

Ethnolink, a national multicultural communications agency with a team of 60 full-time staff, organised the summit to highlight the challenges facing marketers nationwide. With 22% of Australians speaking a language other than English at home, the discussion underscored the pressing need for culturally responsive communication.

The conversations took place against the backdrop of a major policy shift in the United States, where President Donald Trump’s administration introduced an executive order establishing English as the official language. This decision could lead to government agencies and federally funded organisations reducing multilingual services, sparking concerns about the marginalisation of immigrant communities. Vasili warned that a similar move in Australia would deepen social divisions.

“Language access is essential to maintaining our multicultural foundations,” he said. “If we followed this path, many migrant communities would be left behind, and the societal rift would only grow. Let’s not forget that Australia has always been multilingual—First Nations peoples have spoken hundreds of languages for tens of thousands of years. Language diversity isn’t new here; it’s part of who we are.”

Throughout the day, experts shared insights on best practices for multicultural marketing and communications. Professor Piyush Sharma from Curtin University examined how organisations can measure multicultural readiness.

Lucia Chen from Sensory Media Agency explored strategies for engaging Chinese-speaking communities through digital platforms such as RED and WeChat. Dr Rita Afsar from the Office of Multicultural Interests highlighted the role of data in shaping culturally informed campaigns, while Anthony Lam from Punchy Digital Media discussed creating video content that resonates across diverse audiences.

As the summit concluded, Vasili reflected on the power of perspective. He reiterated that viewing language as a bridge unlocks new opportunities for marketers and ensures Australia’s multicultural communities feel genuinely included. He urged the industry to embrace this mindset, noting that inclusive communication fosters deeper engagement, stronger connections, and a more unified society.