To understand the world COVID has left behind for advertisers, iProspect has looked at five key trends that will affect consumers in Australia in 2021. These five defining shifts impact consumer decision making and spending. So: what do brands need to do in response; to change, to evolve and respond?
We are relying less on habitual decisions and shortcuts and re-evaluating every decision, purchase and what we do or spend our money on. Is this a good choice for us, our family and the environment? Will this product keep me safe? Is it clean enough to come into my home and how many people touched this product before it got to me?
What does this mean?
Brands can no longer rely on a strong brand name or image, or the best price. Never underestimate the power of free, rewards or cashback in building the value equation. Channels that make you feel connected to a brand through emotion or story-telling are important to make you feel like your choice is the best one, that this is a brand that reflects your values.
COVID-19 accelerated a homebased life and reshaped the footprint of how we live our daily lives forever. This opens up possibilities for brands to have new and diverse usage, shaping the design of our homes and affecting our hobbies and the media we consume.
What does this mean?
This lifestyle has implications for how we reach consumers and in what mindset. If their OOH footprint changes to their locality that means the tone and messaging should too. There has been a resurgence of ‘long form’ consumption but also in format, especially amongst finance, government and other service brands. How can you exploit these changes for your brand?
Australians are re-assessing where they live, with more space and being close to nature a key drawcard. The government has recognised this shift, offering grants of up to $9,000 to people relocating for work, encouraging migration to regional areas and decreasing unemployment numbers. Low migration slows population growth and decreases the number of younger people in Australia.
What does this mean?
How we connect with people through physical and digital advertising will evolve. Understanding the role of ‘where’ and the context of ‘what’ will be as equally important. As the footprint spreads, regional areas grow, and the population ages, broadening our targeting and redefining how we talk to different audience groups with different motivations, will be key.
Not only will we live and work closer to home but we will invest in small and buy local. We’re shunning international influence and focusing on rebuilding right here at home. The accelerated WFH trend affects everything from what we eat, buy, and do. Sitting relatively COVID free with little opportunity to travel overseas, the focus remains internal. Some of the urban perks that we enjoyed may be less relevant as we strive towards a more conscious and slower paced future.
What does this mean?
Brands that promote themselves as Australian or homegrown will build trust. Those that can’t may want to rely on more value or other strong brand cues they may have. Dynamic messaging curated for nuance by each area is important as people will become more parochial about where they live, and a one size fits all approach won’t work.
2020 has created a perfect storm for a nation just holding on to what normal looks like. Once you add in solitude for many, extensive job losses and high unemployment and a bleak economic future, all the ingredients are there to set the scene for a concerning 2021. Social media has also been responsible for magnifying panic and anxiety, fuelling social contagion.
What does it mean?
Brands have a role to play in behaving responsibly, using social media and owned channels in the right way, managing news without sensationalism. Humans crave nature – is there a way your brand can bring the outside in? Music and other streaming services or mental health and meditation brands are also excellent partners to work with in this space – benefiting not only your customers, but your employees too.
Sam Cousins [feature image], Head of Strategy & Planning at iProspect Australia, and author of the report said: “It may sound simple, but linking all of your data intelligence to better plan communications based on these 5 trends, will provide better results. 2021 is an opportunity to capitalise on what we have learnt and prepare for a post pandemic life through to 2022. Those consumers that we can instil trust into now, will be loyal as the world evolves.”
Please login with linkedin to commentiProspect
A column from controversial UK media commentator Piers Morgan on the Daily Mail has been stripped of advertising, after Google detected racist content in the comments. Earlier this week, Morgan penned a column titled ‘Sorry Simone Biles, but there’s nothing heroic or brave about quitting because you’re not having ‘fun’ – you let down your team-mates, […]
Acoustic, an open and independent marketing cloud and analytics provider, has announced the expansion of offices in Sydney and Melbourne as well as the launch of an Australian, cloud-based data centre. The move is part of its commitment to prioritise tens of millions of dollars over the next two years to accelerate its growth strategy […]
Agency, BMF has appointed Lucy Kough, aiming to strengthen creative leadership by the hire. With more than 20 years of experience, Kough has worked in roles across direct, brand, media, digital, experiential, regional, CRM in creative agencies including Ensemble Australia, Enigma Agency and Archibald/Williams. Kough has delivered work across a diverse range of brands such […]
This month Vevo is celebrating 40 years of music videos – a medium that has become a cultural touchstone for anyone with ears and eyes. MTV premiered exactly forty years ago this month and changed music forever, offering a visual music medium and music lovers and advertisers have never looked back. To celebrate such a […]
Nova’s Live & Unrestricted, hosted by Tim Blackwell and Kate Ritchie, will aim to provide listeners with an escape from restrictions, dropping every Saturday morning in August on the Nova Network. Following the overwhelming response to Nova’s Kate, Tim & Joel Live in Lockdown, a one-off special to keep up the spirits of listeners locked down in […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]