Changing Perspectives... 
on Industry

“You must be from Venezuela!” is a statement I’ve heard more times than I can count, and while often well-intentioned, it perfectly encapsulates a subtle but present challenge in everything we participate in: the tendency to make assumptions.

My last name is Valenzuela.

Assumptions by definition are things that are accepted to be true, without evidence. Though they often start out innocent, assumptions in their best cases come from personal biases, or in worst cases rooted in racism, sexism or stereotypes. This can extend beyond cultural identities, leaking into assuming we know the best way to communicate, understand and engage with differing cultures often often causing a division, false narratives and marginalisation that some might not even be aware of.

I was born in the US, raised in Adelaide and in regional Victoria by proud Ecuadorian parents. I speak Spanish, but have an Australian and American accent. More often than not, I’m categorised (sometimes implicitly) in one of these groups: Latino, American, or “the kid from regional”.

Experiences like mine accentuate something deeper; how complex and often misunderstood identity can be.

Identity is knowing who you are. However, to many this becomes puzzling and profound when factors such as migration, languages, and career come into play. Do you identify yourself as someone who works in the media? A hard worker? An Australian? An immigrant?

Whatever your answer, the introductions we give ourselves rarely tell the whole story. Your boss may be struggling with their mental health right now, the hard worker you know could be suffering from burnout, or the woman who introduces herself as Australian may still be questioned about her background because of the colour of her skin.

Too often, we think we know something or someone, but in reality, we don’t.

We combat assumptions by challenging, rethinking and connecting to create greater clarity, inclusion and success.

Working at EssenceMediacom, I have worked on and witnessed hundreds of incredible campaigns and this is what has become clear: the best media campaigns happen when people move beyond assumptions and genuinely engage with diverse identities and cultures.

This means moving beyond passive cultural observation, relying on assumptions and simply “watching” culture, inclusion and diversity from a distance, to becoming active cultural participants. It means engaging, asking questions, embracing nuance, and recognising that learning is ongoing. Every person, experience and perspective is an opportunity to deepen understanding and challenge your own assumptions.

Assumptions and accepting a lack of knowledge can lead to missing cultural nuances and mistaking identity. Targeting diverse audiences means knowing diverse audiences. As Australia continues to become increasingly diverse and out industry evolves, beyond curious about diversity and culture will enrich your understanding, allowing the opportunity to create campaigns that don’t just win awards and achieve a goal, but truly resonate with the audiences all work so hard trying to reach each day.

We spend a lot of time around our peers, so I encourage you to look beyond labels and make space for deeper, more meaningful conversations. Everyone has a story worth hearing.

Our industry is amazing, dynamic, fascinating and often demanding, but it’s also full of opportunity. We might not be saving the world, but we’re helping shape it. Let’s continue to come together in a positive, exciting and inclusive way.