Active Super to focus on members from diverse backgrounds

Responsible investment (RI) superannuation fund Active Super is partnering with multicultural marketing and advertising agency, MultiConnexions Group, to broaden its appeal and increase engagement with Australians from different backgrounds.

The partnership was part of Active Super’s strategy to attract new members and drive future growth following its rebranding from Local Government Super in May 2021.

Chantal Walker, Active Super chief digital and marketing officer, said there was potential to reach Australians who would otherwise be disengaged with their super. 

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“We value diversity, equity and inclusion and seek to embed these principles in all aspects of our business,” Walker said.  

“Research shows that 25% of the Australian population speaks a language other than English, and 50% of the population is born overseas and has at least one parent born overseas. 

“Regrettably, many marketers ignore these segments, but through our partnership with MultiConnexions, Active Super is taking action to address this gap in the market.”

Walker said she was passionate about micro-segmentation and by adding ethnicity as an overlay to any segmentation it created a multi-layered understanding of members and their financial needs.

“We then use this data to engage potential members for acquisition as well as for the retention of existing members as we gain a deeper understanding of what makes them tick beyond just their age,” Walker said.

“I have had the pleasure of working with Sheba [Nandkeolyar, MultiConnexions founder and chief executive] and her team in the past to create very successful local area marketing campaigns by targeting various multicultural audiences, and I wanted to bring this experience and opportunity to the world of superannuation.”

Nandkeolyar said the firm shared the sentiment with the fund that it was important for all communities in Australia to be heard by brands. 

“In this climate where growth is key to a successful business, multicultural Australians are often overlooked by traditional English-speaking marketing and advertising,” Nandkeolyar said.

“We look forward to working with Active Super to connect with these communities to ensure that their voices are heard and needs recognised."

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What a great idea! Local Government, which is Active Super's base, has a richly diverse workforce. With the amendments to the SIS Act, resulting in 'stapling' of employee super, exploring new markets for Active Super to expand into is an innovation. Active Super deserve their status as the industry's sustainable innovator in super funds.

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