“Aussies Wary Of Large Corporations (And Why We’re The World’s Biggest Internet Pirates)”

“Aussies Wary Of Large Corporations (And Why We’re The World’s Biggest Internet Pirates)”
SHARE
THIS



Australians have a natural suspicion of large corporations and that means we’re less inclined to jump on board large global brands as quick as other countries, says LOUD’s executive creative director Steven Thomson.

Thomson (pictured below) has been the ECD at the North Sydney-based agency for the past 12 months following a seven-year stint in the US and told B&T that from that experience he believed “Australians have a much greater corporate wariness”.

AAEAAQAAAAAAAAJ3AAAAJGEwMDBjNDg5LTdjNWEtNGQ2Ny1hNzcwLTIzNDg0OTk2OWVhOA

He believes the suspicions arise from a view – founded or otherwise – that we’re paying more than we should for overseas brands and their products.

“I think when it comes to global corporates, I don’t think Australians are happy that we have to pay more for Apple products than we do anywhere else in the world, we pay more for IKEA than anywhere else in the world, we pay more for song downloads, more for movies downloads, and more for cinema tickets,” he argued.

“And because of that we’re some of the slowest on the uptake of those global brands and we’re the second highest for piracy in the world (it’s debated whether we’re number one or two – B&T). And why is that? Because we feel we’re getting ripped off.”

However, Thomson’s counter to the argument is, that unlike our American counterparts, we simply don’t like paying for stuff; particularly stuff we deem we should be getting for nix in the first place.

“Australians feel they have this sort of unalienable social right that they should have free to air TV, that they shouldn’t have to pay to watch sport,” he said.

“Take the Ashes that are coming up, I think most Australians would be very unhappy that they had to pay to watch it.”

Please login with linkedin to comment

Latest News

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
**FILE*** A Thursday, Oct. 21, 2010 file photo the Sydney Head Office of Network Ten in Pyrmont, Sydney. Network Ten's Wake Up program and its early, morning and late news will be axed from Friday. (AAP Image/Lee Besford) NO ARCHIVING
  • Advertising
  • Media

Network Ten And MCN Reaffirm Sales Agreement Following CBS Sale

Network Ten and Multi Channel Network (MCN) have today reaffirmed that the sales representation agreement, which sees MCN manage the advertising interests for TEN, ELEVEN, ONE and the online catch-up streaming platform tenplay, will continue. Since the agreement was made in 2015, the Network Ten and MCN trading relationship has been an outstanding success. In […]

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.