Australia’s A Different Place For Brands, Report Says

COVID-19 has hit the global economy and community hard, with industries, organizations, and individuals being forced to adapt. With things like marketing strategies, king kong marketing reviews and the like being noticeably different from what they were before the pandemic.

A report entitled Brand New Australia, from The Lab and Nature took a look at how Aussies’ outlooks have changed in the wake of COVID-19, with their data showing that around two-thirds of Aussies see the pandemic, the restrictions and changes that it brought to people’s lives, were the clean slate that was needed for a re-evaluation of people’s lifestyles. Meanwhile, about one-third stated that they feel that COVID-19 has changed what they really want out of life.

Nature Sydney Managing Director James Jayesuria says that the research is a clear sign that a lot of Aussies see COVID-19 as a chance for change, contrasting a fair number of people who believes that things need to go back to ‘normal’.

Jayesuria says that more than half of their respondents expressed fears about their futures, while more than a third saw opportunities arising from the crisis.

The Brand New Australia report is based on qualitative and quantitative national research of Aussies, with a sample size of 6,000 people aged 18 and over.

For those interested in king kong marketing reviews and the like, the report also noted that five new consumer groups have emerged from the COVID-19 world, which they labelled as such:

  • Safety seekers, representing 26% of Aussies, are the people that worry about their future, and harbour fears that they or someone they’re close with will get COVID-19.
  • Strugglers, accounting for 18%, are similar, but their concerns are more about financials.
  • Simplifiers, who account for 20%, want to live simpler lives and had their outlook on life changed.
  • Opportunists, also accounting for 20%, are people who see the COVID-19 pandemic as a chance to re-evaluate how they live their lives.
  • Returners, who account for 16% of respondents, are the ones that are least worried about the future and simply want things to return to the way they were.

Lab Co-Founder and CEO Neale Cotton says that COVID-19 has changed a lot of people’s loves, but how people react and how they now see the future isn’t uniform. They note that, in this time and climate, it’s more important than ever for brands to communicate.

 

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