New Consumer Focus On Finance Opens Opportunities For Brands, Says New Research By Nine And Crowd DNA

New Consumer Focus On Finance Opens Opportunities For Brands, Says New Research By Nine And Crowd DNA
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



New research by Nine and Crowd DNA has highlighted the impact the COVID-19 global pandemic and ensuing economic uncertainty has had in the minds and perceptions of Australian consumers.

Launched at Nine’s State of the Nation Finance event, the research argues that the pandemic has significantly heightened consumer focus on their finances, but also provided brands and marketers with the opportunity to help consumers take control of their own destiny and feel safe while having the confidence to make decisions that will sustain their financial literacy and security.

“It’s no secret that economically the past 18 months have been a roller coaster,” said Michael Stephenson, Nine’s Chief Sales Officer.

“Our research has highlighted that a significant number of Australians still don’t feel confident managing their finances and are looking for brands that can assist them with financial education, advice and retirement planning.”

The research examined consumer perceptions with a range interviews, social listening and quantitative research via Nine’s own cross-platform audience panel, Consumer Pulse.

Among insights the research highlighted was a significant gender gap when it came to financial literacy and confidence in making “good decisions with money”.

The research found there was a 113 per cent increase in the online conversation around financial literacy since the pandemic began, with almost two-thirds driven by women.

The research highlighted how consumers were avoiding a “set and forget” mentality and instead seeking out new ways to grow their wealth.

This has helped to drive a boom in cryptocurrency and alternative financial options, with Nine’s research also finding that consumers can struggle to know where to turn for reliable financial news and some, particularly men, turning to unverified, non-traditional online sources for guidance.

In particular, there was an opportunity for brands in the financial planning, investment and superannuation space around developing a conversation with consumers that is designed to build trust and a long-term relationship.

When panels were asked what areas they most needed help with, consumers nominated growing long-term wealth, retirement/financial planning, and day-to-day management of super as their biggest areas of need.

Please login with linkedin to comment

Nine state of the nation

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]