Australia Feels Closer To The World’s Troubles, Says JWT

Australia Feels Closer To The World’s Troubles, Says JWT
SHARE
THIS



While Australians feel more connected to the rest of the world thanks to the digital age, we now also feel less remote from the world’s troubles, according to research undertaken by marketing communications leader JWT.

The insight is one of many released this week by JWT Australia following Australia Day, as part of a broader report that identifies trends and other facts currently affecting or likely to affect consumers in 2015 and beyond.

They cover a range of issues from the effect of technology, our connection to the rest of the world, the challenge of Millenials and how our ageing populations sees itself.

“What we have found is that while there are a range of trends across the globe that are consistent in most developing nations, there are several strong insights unique to Australia,” said JWT Sydney’s Head of Insights, Andrew McCowan.

“For instance our remoteness to other developed countries may pose a challenge to business, but has also provided a unique comfort in the past to residents who have felt removed from many of the world’s troubles. This sense of remoteness however is decreasing as a result of the digital age.”

The release of Australian-centric insights follows the recent release of the global “10 Years of 10 Trends” report developed by JWT worldwide, which explores 10 of the most compelling macro trends identified in the past 10 years, how these trends have evolved to now, and casts an eye forward to where they are headed next.

Based on the global report, and to coincide with Australia Day, JWT Australia has now also identified several Australian-based trends and insights that include:

Connectedness

  • Australia is a leading adopter of mobile technology with a very high quality 3G and 4G network enabling high-end functionality – more than eight million of us now have a smart phone, with the numbers continuing to increase rapidly. According to JWT’s trends research, mobile technology isn’t changing people’s behaviour in Australia at the same level as in many developing markets, but that’s because the behaviours have already altered here. For instance, the use of mobile functions in shopping is already an established behaviour among younger adults in Australia, from banking transactions to buying cinema tickets to information-sourcing on mobile Google.
  • Global shifts enabled by digital and mobile technology are providing new opportunities and risks that have come from the new level of connectedness between Australians and the rest of the world. For instance, younger Australians are feeling a greater affinity with their peers in other countries.
  • But while we feel more connected and empowered it has come at a cost; we now feel less remote from many of the world’s troubles. Australians have traditionally found our remoteness from overseas issues comforting.
  • For business, Australia’s geographic location combined with a relatively small and diffuse population raises challenges in the cost and practical process of deploying new digital marketing technologies. This is most noticeable when compared to other markets where the investment can be made against bigger consumer markets in small areas.

Millenials:

  • Leading almost all Australian trends is the giant cohort the Millennials (otherwise known as Gen Y), who are transforming the way brands must do business, as they are striking a new balance between the traditional youthful excesses of Australian hedonism and a new healthier more balanced sensibility.
  • This value system means that for Millenials the idea of ownership (cars, houses and other traditional markers of success) is in flux. In turn, Australian cities are being reshaped by the explosion in inner city apartment living aimed particularly at these Millenials who choose to rent for longer.
  • The sharing economy is also quickly developing in Australia with GoGet share cars, the rise of air BnB, Stayz and Uber challenging traditional service models and connecting into the Millennial sensibility

Boomers:

  • Australia’s rapidly growing population of 50-plus consumers is also likely to defy previous notions of age. Wealthy and influential, there will be countless opportunities for Australian business to create new products and services to cater to them.
  • The challenge for Australian marketers will be to develop products and services that enable them to be active and fully engaged in their life interests despite the physical changes and challenges that make that engagement and involvement harder to maintain.
  • They have been known as the “me, me, me” generation, but are now very much more about “we, we we” – they are showing a strong interest in new connections in their community where they can share their life experience. For instance according to JWT Australia research, 58% are planning to volunteer at a charity or non-profit organization in the near future.

“These trends and insights show that while Australia has been an early adopter of technology, our geography and ageing population still mean that consumers must be treated quite differently to others developed nations,” McCowan said.

“In addition we need to be wary of the fact that our new-found digital-based connectedness has also left some Australians feeling unsettled about being closer to some of the world’s troubles. Teamed with the fact that Millenials are showing unique value systems, and Baby Boomers have incredible wealth and influence in this country, leaders, marketers and businesses alike have a range of challenges ahead of them in 2015 and beyond.”

JWT is part of STW, Australasia’s leading marketing content and communications group.

 

Please login with linkedin to comment

Latest News

Four Design Learnings From Amazon For Aussie Retailers
  • Opinion

Four Design Learnings From Amazon For Aussie Retailers

In this guest post, the CEO of creative digital agency Butterfly, Liz Mclean, says Amazon’s arrival in Australia – particularly from a website point of view – could be just the kick in the pants many local retailers need… Amazon’s arrival into the Australian market heralds a new era for retailers, holding both positive and […]

Opinion

by B&T Magazine

B&T Magazine
Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]