The idea distilled…
Australian attitudes have shifted dramatically within the last 5 years. The biggest impacts on attitudes include a growing wealth divide, increased concerns for personal health and a metamorphosis of what family means. Delving into these shifting attitudes unveils invaluable insights into Australians’ changing needs and desires, empowering marketers to tailor their communication strategies effectively to ensure resonance and relevance in their messaging.
If nothing else, three things to fuel your growth…
- The wealth divide of discretionary expenditure is dividing Australians. While the top one-third of discretionary spenders (Thrivers) are growing spending power, the bottom one-third (Strivers) are looking for help to escape a growing debt trap.
- Australians are increasingly looking for moments of joy, escape and control – with health and lifestyle providing an ideal opportunity to tap into these needs.
- Growing family diversity is unlocking opportunities to support the unique needs of Australian families
Some additional food for thought…
- Attitudes by age group are dramatically different from the same age cohorts in 2019, shifting priorities and the messaging that will engage their interest.
- Geography has an impact on our shifting attitudes. While metropolitan residents are gravitating to socialisation and embracing technology, regional Australians have been left feeling unsafe and forgotten.
- Each Australian state has their own shifting priorities, making us a nation of nations and highlighting the need for tailored messaging.
