Australians are known for their love of a good party, but the emergence of new generations, impact of world events and evolving social trends are changing the way the nation celebrates, Havas’ latest Prosumer Report, ‘Is the Party Over?’ reveals.
The global study, of nearly 13,000 people across 30 markets, highlights the shifts in the culture of festivity around the world, comparing the sentiments of ‘mainstream’ respondents with those identified as ‘prosumers’ – a percentage of the population that influences the behaviour of others and predicts emerging tendencies.
Key findings for Australia include:
- 47 per cent of Gen Zs prefer staying home on a typical weekend night rather than going out
- 48 per cent of Australian Prosumers say COVID related confinements killed their desire to party, compared to 39 per cent of Prosumers globally. Gen Zs are nearly twice as likely to agree as Boomers (50 per cent vs 27 per cent)
- 29 per cent of Australians overall and 19 per cent of Gen Z don’t drink alcohol at parties
- 57 per cent of Australians overall and 49 per cent of Gen Z say they don’t need alcohol to have fun at a party
- 75 per cent of Prosumers say they are willing to attend a party hosted by a brand and 59 per cent say they love when brands host parties because they have the means to make them unforgettable
Olly Taylor, chief strategy officer for Havas Creative Group Australia and Havas Labs, said: “This latest Prosumer study shows a significant divergence between how different generations party. Partying is certainly not over, but if brands want a ticket to this party, they need to better empathise with Gen Z’s evolved attitude to partying which is very different to previous generations.”
Stepping away from years gone past when parties were highly planned and special occasions, the report found 82 per cent of Prosumers agree a party can happen wherever and whenever, giving brands many moments to engage with consumers throughout the party cycle.
While parties can happen anytime and anywhere, the study found the influence of a post-COVID “control freak society” has seen Australians choose to retreat to a safe space. Two thirds (65 per cent) of Australian Prosumers prefer to party at home or in someone’s home than in clubs or at big events. Nearly half (45 per ent) prefer to celebrate with people like them because they feel safe and one in four (26 per cent) say they couldn’t party with people who don’t share their political opinions, a preference that is highest among Gen Z (32 per cent).
While they occur less frequently, celebrations are reinventing themselves, with preparation a new highlight of festivities. Three in four (77 per cent) of Australian Prosumers believe preparing for a party is as fun as the party itself, with dressing up, makeup and planning the perfect menu all part of the occasion. Australians are also more likely to consider the impact of the events they attend, with 75 per cent of Prosumers compared to 66 per cent globally believing parties should respect and preserve the environment.
Despite evolving feelings towards festivities, brands have become sought after party hosts, bringing added value to events and ensuring people can unwind and celebrate in a safe environment. The report found three in five (62 per cent) Australian Prosumers would prefer brands spent more money on organising events and parties rather than advertising. More than half (56 per cent) prefer to buy a product from a brand that is an active sponsor of the big events they like to attend.
“While the ways we celebrate together have changed, this research shouldn’t dampen our party spirit. In a chaotic world, people are looking to new forms of festivity to reignite the joy and excitement in their lives. Brands can play a key role in fulfilling this need by helping to re-imagine what it means to party today,” Taylor added.
Please login with linkedin to commentHavas
After just a few moments of speaking with Universal ANZ’s director of marketing Suzanne Stretton-Brown, one thing is very clear: she loves her job. For those of you not aware (where have you been!?), Stretton-Brown is the power house behind marketing last year’s juggernaut Barbie. She chatted with B&T during our recent CMO Power List. […]
To promote the launch of its latest campaign, ‘Finding Brisbane’s Best Cafe’, The Coffee Commune (TCC) harnessed the power of radio, digital and programmatic OOH. The seven-week campaign also served to increase The Coffee Commune’s membership, and via TFM Digital, it saw a record 39,633 entries garnered (28,774 unique), with 880+ cafes nominated. Teaming up […]
Are Media, Australia’s leading omnichannel content company for women, today announced the appointment of Carly Bowra to the new role of director of marketing, effective immediately. Reporting to Are Media chief executive officer Jane Huxley and joining the executive leadership team, Carly will be responsible for consumer and channel marketing across the company’s digital and […]
The Outdoor Media Association (OMA) today announced the Grand Prix winner for the 2023 Creative Collection competition as UberEATS’s Get Almost Almost Anything campaign. The Grand Prix winner was chosen from 20 campaigns— all winners of the quarterly Creative Collection competition, which has been run by the OMA since 2013. In total, 135 campaigns were […]
With the iconic Sydney Gay and Lesbian Mardi Gras Festival dazzling the Harbour City in recent weeks, QMS is embracing the colour, creativity and pride of Mardi Gras with a strong collection of advertisers for the annual celebration of love, equality and inclusion. QMS’ world-leading City of Sydney digital street furniture network is proudly showcasing […]
Digital solutions agency, The Pistol, has announced the appointment of marketing executive Ashley Grey as one of two new Group Account Directors, along with the promotion of long-standing senior staffers, Yulia Edirisinghe and Julia Lake, as it significantly bolsters its senior leadership team. Lead image: L-R Yulia Edirisinghe, Ashley Grey, Julia Lake Grey brings nearly […]
It was indisputable win for the CommBank Matildas last night. The home-side annihilated Uzbekistan in a 10-0 victory, catapulting themselves to a place in the 2024 Paris Olympics. Network 10, who picked up the rights for the Matildas matches back in 2021, wasted no time in celebrating the victory with a very creative use of […]
NRL on Nine is in a league of its own. With the 2024 Telstra NRL Premiership season kicking off this weekend, brands have more league to leverage across Nine’s unrivalled Total TV, Total Audio and Total Publishing assets than ever before. With more than 145 games free and live for all Australians on the 9Network […]
DoubleVerify has unveiled its latest innovation in brand safety and suitability with the introduction of tiered “Made for Advertising” (MFA) brand suitability categories for pre-bid avoidance. This first-to-market innovation, integrated into DV Authentic Brand Suitability (ABS), complements DV’s existing post-bid offering and provides advertisers with a full spectrum solution to maximise ad effectiveness throughout the […]
Havas Media Network has been appointed media agency of record for global pharmaceutical company Viatris and Uniting Property Services. Lead image: Virginia Hyland CEO Havas Media Network. The remits for both brands cover media strategy, planning, buying, digital performance and search, with Viatris also including retail marketing. A best-in-class global healthcare company, Viatris’ mission is […]
A global-first neuroscience research study has found that True Crime podcast content delivers advertisers’ engagement and memorability at levels known to be effective in influencing consumer decisions and changing behaviour. The Crime Pays: Guide to Understanding True Crime Podcast Audiences and Advertising Opportunities report from IAB Australia and Neuro-Insight, the world’s preeminent neuro-marketing and neuro-analytics […]
It’s been a rocky few weeks inside Melbourne FC, with star Demon Joel Smith facing drug trafficking or attempted drug trafficking allegations just a week out from the season’s kick-off. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the new season. Despite a […]
This International Women’s Day, CARE Australia will celebrate women as global change-makers amid increasingly frequent conflicts and climate-related crises, with Ashleigh Streeter-Jones, Natalie Kyriacou OAM, and Justine Cullen spearheading the initiative as ambassadors. Lead image: Ashleigh Streeter-Jones In its third consecutive year, the ambassadors will champion CARE Australia’s Her Circle initiative, which recognises that: when […]
Warner Brothers Discovery’s Newshub is set to close its doors in June 2024, leaving up to 300 staff, including high-profile presenters Mike McRoberts and Samantha Hayes, out of a job. In a statement today, Warner Bros. Discovery said it had started consultation on a “proposed remodelling and restructure of its ANZ free-to-air business in New […]
Australian Turf Club invites racing lovers across Australia to Expect It All with the launch of the latest creative campaign to highlight the racing on offer in Sydney at Rosehill Gardens and Royal Randwick. The campaign, which will officially launch ahead of this year’s Sydney Autumn Racing Carnival, highlights the wide range of incredible experiences […]