'Aussie Made' labels turn-off younger generations

'Aussie Made' labels turn-off younger generations
B&T Magazine
By B&T Magazine



Australia’s Generation Z is the least patriotic, with less than half of showing any preference for Aussie made goods.

Ahead of Australia Day Roy Morgan Research canvassed opinions towards locally-made goods and discovered that 71% of the population try to buy Australian-made as much as possible.

That figure drops down to just 49% among Gen Z.

Warren Reid, group account manager consumer products, said: “In our increasingly globalised society, the classic ‘True-Blue’ Aussie spirit is not as pervasive (or influential) as it once was, particularly among the younger generations who’ve grown up accustomed to a marketplace where Australian-made is just one of many options. Whether it’s mobile phones, clothing or household items, most are labelled as being made overseas.”

“Far from consciously deciding to avoid buying Australian-made, younger generations are often given no choice: the type of products they buy just aren’t manufactured here (or if they are, they’re more expensive). This is especially pertinent when considering the younger generation’s enthusiasm for high-tech items such as Apple products.”

Patriotic consumers are found in the older generations with 86% of pre-boomers and 82% of baby boomers agreeing with the ‘try to buy Australian-made products as often as possible’ statement.

As well as being older, those with a clear preference for locally made goods also often live in rural areas.




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