Solving Real Business Problems

Public Sector

More than 40 Public service organisations use Origins to inform the planning of their service delivery to all sectors in the community and to measure performance against key targets.

In the UK, Origins is used by healthcare authorities, Primary Healthcare Trusts and hospitals to inform the planning of their service to minority groups. Origins is also used by the police, education authorities, local authorities, and political parties.

Government-sponsored service and program providers are required to demonstrate that they are in tune with the realities of diversity in Australian society. For example, the Australian Bureau of Statistics recognises that, "Identification of distinct ethnic or cultural groups is essential for planning and the effective delivery of services to particular ethnic communities".

Australian Bureau of Statistics, 2970.0.55.006 - 2001 Census of Population and Housing - Fact Sheet: Ancestry, 2002

Similarly, in the health sector, significant recent research continues to highlight gaps and opportunities for improvement:

"Despite these (National, State and Territory) policies   ....   the health system is challenged to meet the needs of a population with a broad range of cultural and linguistic backgrounds. As a result, health inequalities exist for many culturally and linguistically diverse (CALD) background communities".

Cultural Competence in Health: A Guide for Policy, Partnerships and Participation, Australian Government - National Health and Medical Research Council, 2006

Analysis based on data from Origins can be used to provide a benchmark of current performance and identify potential options for action - eg through a targeted communication campaign. After an appropriate period, Origins can be used to re-assess performance and evaluate effectiveness of outcomes.

In short, Origins is designed to support analysis, action, and subsequent reporting by agencies to meet accountability standards and demonstrate delivery of improved access and equity.

Private Sector

Financial services, telecommunications, and retailers already recognise the value in tailoring their product to meet the needs of market segments differentiated by cultural origin.

Successful marketers in these sectors position themselves as long-term partners interested in understanding and meeting diverse needs of ethnic groups. Advertising messages and images, product features and packaging, and the customer interface all combine to connect meaningfully with culturally defined market segments. This integrated marketing approach often incorporates channel options that reflect culturally-defined preferences.

Such preferences are identified in research such as that conducted by SBS. This research identified that one-way traditional media frustrates young Australians of culturally diverse backgrounds. Respondents to the survey said they are more likely to engage with interactive technologies, and will respond with a strong sense of loyalty to brands that connect with their cultural context.

Traditional data sources on ethnicity, such as the census, will miss many trans-generational and contextual links that are a key factor in many consumers` purchasing choice. Many of these links can be picked up through use of Origins, thereby increasing the size and potential of the ethnic market.

While some financial service providers in Australia are sensitive to the specific product needs of members of the Muslim community, few have met the challenge of knowing how to develop fully this potentially valuable segment. Overseas multi-cultural marketing research reveals that 70% of financial services growth in the US between 2003 and 2008 will come from the Hispanic market.

As well as clear applications in financial services and telecommunications, there are significant niche markets related to insurance, utilities, motor vehicles, property, media, technology, food, music, clothes (ethnicity is often a factor in shoe size!), cosmetics, pharmaceutical products, travel, cultural heritage products, and product preparation requirements (eg halal).

Cultural sensitivity and relevance in customer communications and product packaging are critical for society-wide brand acceptance.

Employers

In their role as employer, public sector leaders are responsible for ensuring that the equal opportunity principles flow into fair employment practices and outcomes. Annual reports now highlight a department's performance against objectives of employee representation by gender, disability, and CALD backgrounds.

Similarly, large private sector organisations have also adopted similar accountability to the community under the umbrella of 'Corporate Social Responsibility'. It is now expected that Australia's largest companies demonstrate, through Annual Reports and board accountability, a positive contribution in ensuring 'a fair go' for all.

Origins is an ideal tool to create meaningful data that measures cultural and ethnic diversity across the whole business, within operational units, and at different levels of management within a company. Evidence from an analysis of employee profiles will ensure that employers can withstand scrutiny of their human resource management practices, and demonstrate progress towards fairer outcomes.