It’s no secret that the past 12 months have been challenging for many Australians. As 2021 rolls on and glimpses of a post-Covid world emerge, there are many questions about how people will bounce back.
The latest installment of Edentify’s Voice of Australia research series has focused on those hit perhaps hardest by the broader impacts of the pandemic in Australia: the youth.
In March 2021 we surveyed 1000 members of our Caféstudy research community aged under 35 to find out how they fared and, more importantly, how they see their futures now.
The effect of lockdowns and an economic downturn affected young people more than most.
The mental health of young Australians has suffered accordingly, with our research showing that over 1 in 5 of the people surveyed are likely to be suffering from mental illness.
This in itself is a stark reminder of the need to provide ongoing assistance and support as life begins to return to normal.
However, there are signs of emerging optimism amongst this group as they look to move on and get their lives back on track.
Nearly 2/3 (65 per cent) are optimistic about how 2021 is panning out.
One of the key findings from Edentify’s research is that Australia’s youth are much more resilient than they are often given credit for, and many are already looking to take charge of their health, relationships, and, in particular, their finances: 2/3 are setting financial goals for the future.
It seems that as many of the structures and supports that young people have depended on failed over the past 12 months: jobs, education, and social interaction all disappeared or changed dramatically.
Now young Australians are looking to take control of their lives, determined to make it better, starting in 2021.
They are proactively finding innovative ways to improve their health, their social life, finances, and every other important aspect of their lives.
The research suggests there are ways that brands can provide genuine support for young Australians.
- Guide them into control: Providing “baby step” guidance can help fill the gaps in young people’s knowledge and experience and help them to take back control of their lives. This is an obvious winner in the financial sector, but brands in many other categories will win with this approach.
- Enable immediate fulfilment: So many of the issues facing young Australians are “big” issues: the economy and the environment for example. Brands can provide the means to make a contribution that makes them feel good about what they are doing by helping and encouraging people to act in a way that is beneficial to society.
- Inspire their individuality: As they turn away from traditional structures and strive for self-development, now more than ever young people want to be authentic rather than simply fit in. Brands that support them emotionally or practically to be themselves will appeal.
- Be “good”: Who you are is as important as what you do. Making the world a better place is part of the youth culture, even more now than pre-Covid. Brands that have an authentic brand purpose will be attractive because young people will see their attitudes reflected.
- Fuel their optimism: Keep messaging positive to reinforce their sense of optimism. There is enough bad news and pessimism in the world and looking forward and looking up is what they need.
Please login with linkedin to comment
Freedom Foods Group and 72andSunny Sydney have launched the first consumer-facing campaign to promote MILKLAB, one of Australia’s favourite barista milk ranges. In keeping with the collaborative spirit of the brand, the campaign was created with Australian artists to bring to life the characteristics of the different plant based and dairy milks, which were developed […]
Merlee Jayme, Global President of Dentsu McGarrybowen, is confirmed as this year’s Chair of the prestigious Cresta Awards. The much-awarded ‘Chairmom’ and Chief Creative Officer of Philippines agency Dentsu, Jayme Syfu, says she cannot wait to see what gets entered in this year’s competition. Her role includes vision-setting for the jury of 120+ leading creatives […]
Following a pitch process, The Wired Agency [Wired] has won the creative, digital and social remit for the digital education business, CoWorks. Specialising in providing digital based coaching to HSC students, CoWorks is growing its offering across New South Wales following the profound impact Covid had and continues to have, on students and how they […]
Sports brand New Balance is clearly targeting the Gen Zs in a beautiful piece of work via VML&R New York. Called ‘Impatience is a virtue’, the ad stars teen tennis sensation, the 17-year-old Coco Gauff. Alongside Gauff is 21-year-old US Olympic sprinter Sydney McLaughlin; while actor and activist, the 22-year-old Jaden Smith, completes the trio. […]
The Big Ideas Store is open for its fourth and biggest event yet. From Tuesday 11th May, Powered by Nine is taking attendees sky high with two-weeks of high-profile speakers, creative workshops, exclusive research, and a premium retail pop-up taking over the panoramic 22nd floor of Nine’s new HQ in North Sydney. Famous for its […]
Triton Digital has released its April rankings for the month’s most popular podcasts, with Audioboom’s Casefile True Crime still in top place as the nation’s favourite podcast. That came despite Casefile only releasing four episodes during April. In second place, Stuff You Should Know, published by ARN/iHeartMedia, released 17 new episodes. Third and fourth positions […]
The Consumer Data Right has been billed as a revolutionary new way for Australian businesses and customers to share data. Over two parts, smrtr’s co-founder and CTO Boris Guennewig looks at how it is changing how consumers and businesses use data. In 2019, the Federal Government moved to pass the Consumer Data Right into law […]
10’s current affair quiz show Have You Been Paying Attention? was the best performing non-news show of the night, netting 749,000 viewers as per OzTAM’s metro data. It beat Lego Masters at 734,000 viewers, A Current Affair at 730,000 viewers and ABC News at 664,000 viewers. On top overall was Seven News with 1,056,000 viewers, followed by Nine News with […]
Integral Ad Science (IAS) and dentsu ANZ today announced a new partnership to make IAS’s popular Total Visibility product available to all of the agency’s local advertisers, providing industry-wide transparency into digital media quality and corresponding supply path costs. Dentsu is the latest to partner with IAS, furthering its commitment to deliver a comprehensive set […]
The Australian Communications and Media Authority has released the results of how networks complied with the standards for Australian content and children’s content over 2020. Both Ten and Nine failed to meet the requirement for Australian drama, with Ten scoring 233 out of a required 250 points, and Nine scoring 181. Seven was most successful, […]
Clear the calendars for September, because B&T‘s new Best of the Best awards program is shaping up to be one of our most exciting events yet. Presented by Finecast, Best of the Best will bring something unique to this year’s awards season. While most awards focus on the work of an agency as a whole, […]
NOVA Entertainment has launched a new podcast, The Worst Day of Your Life, featuring real stories of people who refuse to let disaster change their lives and who strive to help others change their lives for the better. In The Worst Day of Your Life, award winning journalist Glenn Daniel shares intimate conversations with people […]
Nielsen Holdings plc has announced that Alicia Olson-Keating will join as the Australian Nielsen Managing Director for Television Audience Measurement, effective June 22, 2021. Olson-Keating brings over 30 years of experience in the media industry, in Canada and most recently in Australia. She has also held positions within media industry boards and councils including Numeris, […]
Realtime media monitoring company Streem has appointed Jack McLintock to the new role of Media Relations Manager. McLintock was previously Corporate and Government Affairs Manager at Seven West Media, and also has several years’ experience working in federal politics. Streem CEO Elgar Welch said McLintock’s strong media industry and corporate affairs experience was a key […]
In a move that strengthens its research offering, purpose-driven integrated communications agency Think HQ has brought its research function in-house and appointed Dr Pauline Ho (pictured right) to lead development of its growing research operation. Dr Pauline Ho has joined Think HQ as Strategy and Insights Manager. She is an experienced research and evaluation specialist […]
PR and Social agency One Green Bean (ogb) has made three new appointments to its leadership team with the internal promotions of Amber Abbott, (née Lonergan) to head of client services, Hannah Stalder to head of creative services and Matt Hagias to the role of social and influencer lead (responsible for Co-maker, Havas Group’s influencer […]
B&T’s Emerging Agency Of The Year, Nightjar, has recently appointed an advisory board to help drive their growth domestically and scale up internationally. The board brings a new level of strategic thinking to the team and ensures the world class standard of Nightjar’s work continues. The impressive pedigree of both board members means that Nightjar […]
Cryptocurrency dogecoin has seen its price fall after Elon Musk called it a ‘hustle’ during his controversial hosting spot on Saturday Night Live. Despite having previously been a vocal supporter of the cryptocurrency on Twitter, leading to a surge in investment, Musk’s hosting gig coincided with a dramatic drop in dogecoin’s price. The currency began […]
Football fields across Australia are set to be turned purple to raise awareness for a disease that is now the third most common cancer killer in Australia this year. During the month of June, football players from clubs and codes across the nation will be pulling on their purple socks to help raise awareness for […]
Wunderman Thompson Australia has announced the formal integration with the Wunderman Thompson Commerce business. Together, the agency now offers clients end-to-end capabilities to inspire and deliver growth, all underpinned by world-class creativity, technology and data expertise. Wunderman Thompson Commerce has delivered winning commerce capabilities for businesses across online retail, D2C, B2B, social and marketplaces. Led […]
Zeno Group has appointed Ekta Thomas as Head of Client Services for the Asia Pacific Region. She is succeeded by Sarah Littlefair [pictured], the new General Manager for Zeno Australia. In her role, Ekta Thomas is charged with maximizing standards of client service and creativity across the network. She will serve as a regional advocate […]
Tastemade, launched the Snap Mini “Tastemade Me Do It” – a bite-sized, third-party experience that lives in Snapchat and does not require extra installation. With “Tastemade Me Do It,” Snapchatters can test their at-home cooking and DIY skills with weekly challenges, and can answer polls about their taste preferences to earn personalised stickers that they […]