To understand marketing and consumer behavior in Australia, it is important to briefly consider the nation’s historical development. European settlement commenced in 1788 in the form of a British penal colony. Transportation of convicts, many of whom were Irish, continued until 1840 (Hancock 1995). These convicts could gain a “ticket of leave” after serving their sentences in Australia. Thus, they formed the basis of the working class.
This contrasts with the majority of free white settlers who were skilled Protestant artisans from England and Scotland who came to this new country in search of a better life. As a result, two distinct classes were emerging by the late 1800s—the Protestant urban upper class and the highly unionized and predominately Catholic labor force. There have been tensions between these groups for much of Australia’s history,and many cultural values of “a fair go,” egalitarianism, and distrust of authority (the tall poppy syndrome) can be traced back to conflicts between these two groups.
Australia” policy was introduced. This meant that settlement was restricted to Europeans. This white migration policy continued until the 1960s, when immigrants from the Middle East as well as other European countries were allowed entry. Asian migration commenced in the 1970s, and this has continued until today, making Australia a truly multicultural society (Hancock 1995).
