Shopper has released the findings of its Closer to Home Research Study, revealing the major impact the pandemic is having on the nation’s outlook and shopping behaviours.
The study found that Australians feel more connected to their communities than ever before and are actively choosing to support their local shopping centres and businesses.
The findings revealed that since the pandemic, Australians are choosing to stay closer to home and have an increased emotional connection with where they live, extending the sense of home into their local communities.
The Closer to Home Study was conducted in June 2021 as an online quantitative survey of Australian consumers nationally (n=1000), revealing:
- 83 per cent of Australians are spending more time at home
- 1 in 3 Australians feel more connected to their local community than ever before
- 62 per cent of Australians try to support local businesses where they can
- 6 in 10 Australian shoppers have tried new retailers in the past 12 months
- 1 in 3 Australian shoppers say they are more open to switching brands than they have been in the past
As consumers continue to reimagine the blending of home and work life, Shopper’s retail out-of-home advertising in local shopping centres enable brands to engage with customers while they are in their trusted communities, and in a shopping mindset.
Emily Sak, head of data and insights at Shopper, says, “In light of the pandemic, local communities have become an increasingly important part of our lives.
“Shopper undertook this study because we wanted to understand what it truly means to be local, what Australians are doing to satisfy their need for connection and belonging, and whether this is a temporary shift or long-term reset.”
“What is evident from the study is that with ongoing uncertainty, Australians are gravitating towards what feels comfortable, secure and trustworthy.
“Even when lockdown restrictions ease, consumers are enjoying stronger connections within their local communities.
“This study shows that brands being closer to home isn’t only about proximity to where they live, it’s about being closer to consumers’ values, needs and wants, and more in tune with how they think and feel.”
Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]
To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]
The One Centre, an ideas and innovation agency, has been engaged by real estate entrepreneur Stefon Bertram and a team of leading agents to create and launch Pello – Sydney s newest real estate agency. The One Centre is responsible for the formation of the brand and the creation of the full Pello brand experience. […]
Online marketplace for freelance work, Fiverr International Ltd. (NYSE: FVRR), today announced a new partnership with Selina, one of the world’s largest experiential hospitality brands built to address the needs of millennial and Gen Z travellers. The purpose of the partnership is to provide Anywhere Workers (i.e. people who work remotely while travelling from at […]
Broadsheet Media has partnered with Campari Group’s The Glen Grant Single Malt Whisky to bring a photography exhibition, Unhurried By Nature, to Melbournians this week. Unhurried by Nature is a collaboration between Broadsheet and The Glen Grant Single Malt Whisky, where four Australian photographers will present images that document nature in their unique styles. The […]
Australian out-of-home business Shopper has launched Shopper Impact to deliver synchronised campaign creative across multiple screens in prominent shopping centre locations. Advertisers can now capitalise on side-by-side screens at shopping centre entry points and near escalators, where distraction from other signage and product offerings is at a minimum. With Shopper Impact, campaign creative can be […]
In this opinion piece, Hayley Fisher (pictured), AUNZ country manager, Adyen describes some of the key ways the retail sector is driving sales despite global financial issues, including new payment technologies and methods. The rising cost of living might have Australians carefully tracking their spending and rethinking their lifestyle habits, but it’s yet to rear […]