A new initiative from the Media Federation of Australia’s (MFA) Diversity, Equity & Inclusion (DE&I) Advisory Council aims to reshape the advertising industry’s understanding of modern Australia, driving greater inclusivity and relevance in media planning and audience insights.
In a first-of-its-kind partnership, the MFA DE&I Advisory Council has teamed up with leading research company Roy Morgan to evolve how Australian demographics are represented in market research.
Together, they have introduced new Roy Morgan Single Source survey questions designed to better reflect the full spectrum of Australia’s population, encompassing cultural identity, health conditions, neurodivergence, and other key characteristics that contribute to the country’s diversity.
The initiative expands the existing data set to include new questions around physical and mental health as well as neurodivergent experiences. Later this year, the research will be further enriched with insights into cultural and language media preferences, enabling advertisers to not only understand who Australians are, but also how they connect with content.
‘Game-changer for media planning’
The project was driven by MFA DE&I Advisory Council members Elena Giannini, Katy Eng, and Luisa Dalli, with strong support from the MFA Board. Board directors Imogen Hewitt, Publicis Groupe Chief Media Officer, and Aimee Buchanan, GroupM ANZ CEO, played a key role in brokering the partnership with Roy Morgan.
“This initiative is an excellent demonstration of our industry purpose of We Are The Changers. By making sure our media data includes everyone, we’re giving advertisers the tools to create campaigns that speak to all Australians,” said Luisa Dalli, Strategy Director at Havas Media. “This is a game-changer for media planning — and a win for brands, agencies, and audiences alike.”
Michele Levine
Roy Morgan CEO Michele Levine welcomed the collaboration and underscored its significance for the industry.
“We’re proud to be working with the MFA on this important initiative,” she said. “Ensuring that all Australians are represented in Roy Morgan Single Source is a critical first step — and one we’re committed to making a reality. Our decision to invest in returning to face-to-face addressed-based interviewing as part of our Single Source framework makes it possible to ensure hard-to-reach and diverse populations are adequately represented.”