Nine Study Reveals The Rise Of ‘Living Local’

Nine Study Reveals The Rise Of ‘Living Local’

New research conducted by Nine’s marketing solutions division, Powered and Fiftyfive5, reveals local identity is becoming increasingly more important for Australians, and is having a significant impact on our culture.

Now more than ever we have adapted to “living local”, from travelling closer to home, to increasingly supporting brands and businesses that align to hyper-local community values. As a result, marketers will need to have a timely, tailored and responsive approach to their messaging moving forward, and play to hyper-local identities in their campaigns.

“We’ve noticed for some time now that unifying moments of disruption, such as the 2019 bushfires and 2020’s pandemic, have accelerated the hold that local identity has on our culture, and so we wanted to dive deeper into the implications for advertisers, marketers and their brands”, said Nine’s director of strategy, insight and effectiveness, Toby Boon.

Hannah Krijnen, director of Fiftyfive5, said the objectives of the research were fivefold.

“We wanted to uncover the different ways localisation manifests in Australia, determine how the last 18 months shaped the way Australians engage with their communities, and understand the expectation of Australian consumers of how brands should engage with them in the current climate.

“We also evaluated how localisation and hyper-localisation brand messaging resonates with Australians, and distilled the best way for brands to engage with consumers through this trend”.

The independent study utilised a number of methodologies to dive deep into localisation: cultural forecasting with three global trend experts, an online community study with 40 Australians, and four-day online community study with 16 businesses, qualitative vox pops with Nine content experts, plus a nationwide survey involving 1,035 everyday Australians and 651 Australian businesses.

One of the most dominant insights uncovered in the research was the fact that the global COVID-19 pandemic has made us look inward rather than outward.

“This is almost a complete turnaround for a world governed by globalisation. So, to seize this opportunity, marketers need to speak directly to Australians, in an Australian voice, about distinctly Australian issues and problems,” said Boon.

This development can even be taken a step further, with another key insight from the research finding there is an ever-narrowing focus from nationhood, to statehood.

“With unpredictable border closures and differing directives from our Premiers, Australians are finding themselves feeling more connected with their state than ever before. We’ve seen this in the past of course, from the noisy clash of State of Origin,to fiery debates over whose local café serves the best flat white but in 2021 our allegiances are running even deeper,” said Boon.

“The research reveals however, that experiences can differ significantly from state to state and even from metro to regional, and suburb to suburb, with Australians finding a sense of community amongst those experiencing the same thing as them.

“This means homegrown brands will need to take greater ownership of their role within the community, and international brands need to harness some Aussie magic to connect with local audiences.”




Please login with linkedin to comment

Nine

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]