Think with Google APAC provides insights into the multicultural consumer landscape of Australia and New Zealand, highlighting the growing significance of overseas-born individuals. The article, based on Google and Kantar research, reveals that brand reputation is crucial for newcomers, who also favour familiar digital platforms like YouTube. Furthermore, these audiences actively seek out culturally and linguistically relevant video content to stay connected. The piece suggests marketers can effectively reach this valuable segment by focusing on these preferences and leveraging tools like YouTube Select and AI-powered ad translation. An example from HSBC demonstrates the positive impact of tailoring strategies to engage multicultural communities.