The idea distilled…
Core consumer and household services (think banking, super, insurance, utilities) – traditionally a low-interest, set-and-forget space – are now increasingly under the consumers spotlight, the result of a world shaped by economic pressure, disruption, and erosion of institutional trust. Australians are questioning more, always looking, and scrutinising harder than ever before.
For brands, this signals a powerful acquisition opportunity—but only for those who can meet new consumer expectations before a relationship even begins.
Our report explores how brands across Banking, Super, Insurance, and Utilities can influence consideration earlier, by building functional credibility and signalling real emotional trust – even before customers make contact.
If nothing else, three things to fuel your growth…
- Consideration is always on – people may not be actively shopping around, but they’re constantly noticing and weighing their options, making judgements long before you know you’re being compared.
- Credibility and trust are not the same – conflating and confusing them puts both at risk unless you know when and how to build each.
- Consumers do want a brand they can trust – but how can they trust you in the absence of experience? Reputation is the new shortcut to trust, and you need to build it intentionally, not passively.
Some additional food for thought…
- Core consumer and household services are not exempt from emotional storytelling – brands, products and services must stand for something and prove they can deliver on it.
- Today’s consideration isn’t a neat funnel entry – 7 in 10 of consumers say they aren’t currently looking, but 71% also say they choose their provider through proactively seek out the best deals within the market
- Consumers are looking for more from providers than they’re receiving – what 2 in 5 believe brands are most talking about, is what less than 1 in 5 consumers see as most important.
