The new Australia Project 2021 report from the cultural insights agency, The Lab, reveals a more positive mindset for Australians in 2021.
The study found that Australians have a different set of values guiding lives as we emerge from the pandemic.
• 82 per cent of Australians want to appreciate life more post the pandemic
• 77 per cent of Australians want to be more financially ready post the pandemic
• 72 per cent of Australians say that after the pandemic they want to have more “dare in life”
• 71 per cent of Australians want more family time post the pandemic
• Australians want more time for relationships, being in the moment, travel and exploration, enjoyment of life, and themselves
• Australians will have less time for toxic people, wasteful spending, screens, uncertainty and taking things for granted
• 84 per cent of Australians say that “caring and compassionate” is the future society they want
The Lab has unearthed Australians desires for life post-COVID from the multi-lens study, including expert interviews and analysis of conversations online using machine learning and AI moderated interviews of 1,500 people conducted in April with its strategic insights partner, Nature.
The Lab co-founder, Paul Labagnara, said: “Australians have been through so much this past year or so. Some of the lessons that are surfacing as the pandemic eases show that people are looking for anything but a return to normal. Instead, they are refocusing on what’s really important to them.
“COVID has provided an opportunity to find perspective. On one hand, we have seen a huge rise in the notion of the appreciation of what people have, including the smaller things in life and a promise to themselves of not taking things for granted.
“Almost 50 per cent of Australians want to spend more time with loved ones and family and are focusing on care, consideration, and connection. On the other hand, there are Australians who want to let loose and live in the now, they don’t want to wait, they want to do more.
“It’s these two parallels, and the friction between them, that makes the future so interesting. There’s definitive change happening as a response to the forces that shaped society until the arrival of the pandemic. Things won’t fall back into ‘traditional’ ways but will instead take one of two routes in the new Australia.”
Australian values are changing, with 65 per cent of Australians saying that honesty is their most important value, followed by fairness 55 per cent.
Labagnara said: “There is a great story about a desire to see more empathy in our lives and in the way we treat each other. Australians want to see brands sharing the same sense of empathy and appreciation they have found through the pandemic.
“Brands are faced with a great opportunity to step up and fill the gaps that Australians were missing pre-pandemic, to really showcase trust, expertise and a willingness to serve the Australian people.”
The report found:
Australians want more from life
For many Australians, the pandemic changed many of the values they held. What Australians want to have more time for when the pandemic is over are:
2. Being in the moment
3. Travel and exploration
4. Me – exercise and mental health
5. Doing more
6. Enjoying life
What Australians want less of in the future
The pandemic gave many Australians the opportunity to decide what they no longer want or need in their lives. When it comes to the changes Australians want to make less time for post-pandemic, they are:
1. Toxic people
2. Wasteful spending
5. Taking things for granted
Analysis of conversations from the report shows 84 per cent want to see Australia cultivating a more caring and compassionate society, while 80 per cent want society to be supportive and united.
Labagnara said: “A prioritisation of values such as care and support from small businesses and pride in Australian-made products are still relevant, as well as what roles brands can have within their communities.
“Thanks to the pandemic, people have been able to take a step back and look at the issues that aren’t always considered. Now’s the perfect chance to address them and make change for good.”