Creating a deeper understanding of NSW communities

Reconciliation Action Plan Focus Area: Respect

Listen

The Customer Insights team undertook a large-scale research project to understand the service channel needs of NSW communities. Using desktop analysis of government and private research, and a quantitative survey of over 1,400 people (including 100 First Nations people).

Consultation with icare’s First Nations Working Group, First Nations Cultural Advisor and Customer Resolution Team validated findings on First Nations interaction needs.

Learn

The insights gave us a deeper understanding of NSW Aboriginal people.

Demographic Trends

  • Aboriginal and Torres Strait Islander people make up 3% (270,996) of the population in NSW, representing approximately 33% of Aboriginal and Torres Strait Islander people in Australia.
  • Indigenous languages spoken in NSW include Wiradjuri, Gamilaraay, and Bandjalang.
  • Digital access and connectivity challenges are more common in remote, regional, and older populations.

Interaction Needs

  • Feeling culturally safe, understood, and valued is critical for building trust—especially given historical distrust in government systems.
  • More time is needed across channels to foster relationships.
  • Providing content in relevant Indigenous languages is key to rebuilding trust and open communication, noting that 110 of 145 languages are endangered.
  • In remote and regional areas, people often depend on family, friends, and trusted organisations to act on their behalf. With potential for bias, inaccuracy, and privacy that icare needs to address.

Act

Insights are informing icare’s digital transformation, learning programs and customer service to improve accessibility and inclusion for all NSW residents, particularly First Nations peoples. They are promoted widely through the organisation to build awareness amongst frontline and enabling services.

Note: Research was weighted to reflect the NSW population by age and gender, including a natural representation of First Nations people, and are not a complete representation of First Nations experiences.

Image is a poster that shows a First Nations woman standing with trees in the background. Text on the image reads "As you walk alongside me, help me advocate for my claim and recovery journey, respecting my need to culturally responsive care." - Jedda. 3% of the NSW Population FIRST NATIONS identifies as Aboriginal and/or Torres Strait Islander.
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