Nine’s marketing solutions division, Powered, has partnered with The Lab for the second year running to research the big trends in retail, food and culture which will influence consumer purchasing decisions during the 2021 festive season.
The key themes revealed in the new research that brands and marketers should capitalise on include: a rejection of perfection and anxiety; luxury and self- indulgence; community and environmentally conscious giving; and exploring and honouring our own Aussie backyard.
This research builds on the foundations laid in 2020 when Powered and The Lab launched “Unboxing a Christmas Like No Other”, which looked at the challenging and highly unpredictable 2020 festive season.
Nine’s Director of Strategy, Insight and Effectiveness, Toby Boon said: “The past 18 months have been some of the most challenging in our lives and have fundamentally changed the way Australians celebrate major moments. It’s forced us all to think differently and re-evaluate what’s important – and it’s no different for brands and marketers”.
The Powered 2021 research with The Lab rewinds and reviews the consumer experience from last year’s Christmas and to achieve four key objectives: better understand consumer responsiveness; reflect on core values, priorities and ambitions moving into 2021; understand how the shifting consumer mindset will be reflected in the upcoming festive season; and highlight the major opportunities for brands and marketers.
Strategy Director for The Lab, Bec Brody, said a combination of several methodologies were used to deliver a holistic understanding of cultural insights, brand effectiveness and consumer sentiment.
“We undertook an extensive cultural investigation which drew on artificial intelligence, consumer insights from more than 1600 Australians, findings from The Lab’s proprietary cultural intelligence study, The Australia Project, and qualitative Christmas reflection diaries from ordinary Australians,” said Brody.
“This research was distilled into four key trends for the 2021 festive season, which we’ve titled ‘No Worries Christmas’ which takes the anxiety of out the holidays, ‘The Indulgence of Time’ which focuses on gifting luxury and self-indulgence, ‘Considered Christmas’ which is about community giving and sustainability, and ‘New Aussie Pride’ which leverages the trend of living local.”
Boon said there are myriad insights brands and marketers can take from the research. “One of the biggest and most valuable take-outs from this research is the expectations for glossy perfectionism traditionally associated with Christmas are drastically reducing. Brands now should focus on showing the real, raw, honest experience that it is”.
“Australians are also becoming much more localised, so brands need to speak in terms of localism, show how they can give back, as well as celebrate the great produce we have on our doorstep, and inspire consumers to discover the diversity of our unique Aussie landscape over the festive season.
“Finally, I think we can all agree we deserve a little luxury after a tough 2020. Our research found brands and marketers need to give consumers permission to reward themselves at Christmas, make meals more of an experience in terms of time, quality and effort, and emphasise and personalise the gifting experience”.
Creative agency FRED & FARID Shanghai has partnered with the international brand Guinness to make a mark on the Chinese market by envisioning and developing “A Whole Universe” – a visual odyssey honouring one of the most iconic beers. There are briefs that one cannot turn down, like the one to introduce the most iconic […]
Craig Reucassel (left) of The Chaser and dear friend of B&T, will take over hosting duties on ABC Sydney breakfast radio, with James Valentine returning to afternoons and Indira Naidoo handing over control of her evening show to producer Renee Krosch. Reucassel has produced three seasons of War on Waste for ABC TV since 2017 and last […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]
Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]
Chandra Sinnathamby, Adobe’s director, digital media B2B strategy & GTM, Asia-Pacific, explains how the tech firm is empowering its small business customers with new AI tools, including its Adobe Firefly tools. In today’s fast-paced digital landscape, small businesses face numerous challenges when it comes to creating captivating content that resonates with their audience. Despite the […]
Summer mornings are heating up with Triple M again in 2023, thanks to the star-studded line-up of Harley Breen, Candice Warner and Tom Tilley, who are joining forces each weekday morning from 6-9 am for Triple M’s Summer Breakfast show. Airing from 4 to 15 December in Sydney, Melbourne, Brisbane, Adelaide and streamed live on […]
The Hit Network has announced its summer line-up for 2023, kicking off on Monday, 4 December, featuring The Jimmy & Nath Show, Hamish & Andy podcast, Nights with Seany B and special return celebrations for Christmas Day and New Year’s Eve. Hit’s cheeky radio duo Jimmy Smith and Nath Roye of The Jimmy & Nath […]
Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change. Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant […]