Study: Aussies Move Towards Era Of Rebellion As Trust In Corporations & Politicians Fail
Australians are shifting away from conformity into a time of rebellion not seen since the 1960s and 1970s, and at a much faster rate than expected, according to new research.
The study, released this week, also shows that if governments, organisations and brands do not recognise this new, rebellious view among consumers and alter behaviour accordingly, they will not survive.
The trends are outlined in the latest Millennium Monitor – produced by research consultancy Colmar Brunton – which measures the mood of Australian society by examining social values and community sentiment. It then categorises them into four main ‘macro eras’; Conformity, Rebellion, Power and Enjoyment. The study has been run six times in the past 20 years, showing clear shifts in how Australians are thinking, feeling and behaving/
Colmar Brunton CEO Joan Young said the 2018 study demonstrates that while the prevailing social sentiment is still one of ‘Conformity’, an increasing number are moving away from their traditional, socially conservative views and looking for greater fairness, personal empowerment and taking individual responsibility.
In 2016, 55 per cent of Australians identified with Conformity; but latest figures show these values rapidly falling with just 42 per cent now seeing it as their dominant value.
“Australians who relate to Conformity are driven by fear and have an underlying need for security and stability, and work hard to achieve it. They are aware of the risks in the world and manage their lives accordingly. In addition, they expect and trust traditional institutions like Governments to do the right thing and protect us,” she explained.
“But in the past few years, Australians are becoming increasingly sceptical of large organisations and corporations. Royal Commissions, privacy issues, political leadership changes and revelations of widespread corruption and self-interest have eroded the trust people in Conformity want to have in others. More and more consumers are becoming disillusioned with the large institutions they have trusted for decades, and are painfully transitioning to recognise they need to take matters into their own hands. People are disappointed and angry and increasingly prepared to take radical action to protect themselves and stand up for what they think is right. And it appears that Australians are moving into Rebellion in rapidly growing numbers.”
This view is supported by the latest data; in 2016 there were just 18 per cent of Australians who identified with Rebellion; but that figure has now grown to 25 per cent of the population, with the increase being driven mainly by young males. In 2016 the movement was led by young females.
Young said 2017 was a ‘tipping point’ in Australia, when an increasing number of people recognised that instead of waiting for others to lead, they would have to start to fight for fairness.
“The overwhelming ‘Yes’ vote was an example of this tipping point, along with Australia Day protests earlier this year. It’s also likely the Royal Commission into the Banking industry further ‘tipped’ more Australians from Conformity to Rebellion. We expect this trend to continue to grow quickly in the next few years, and it will be manifested in all sorts of ways including the lifestyle, political and purchasing choices Australians make,” she said.
Colmar Brunton national sector head for FMCG, Dr Denise Hamblin, said association with Rebellion also means that any brand, leader or organisation that puts their own interests above those of the general population will find themselves increasingly unpopular and unable to connect with consumers.
“The trajectory into Rebellion is also reflected in how we view brands, with those viewed most positively offering ‘distinct value’ and showing they are prepared to listen and fight for Australians.”
Hamblin said the research showed brands that are likely to benefit from the shift include Headspace, Bunnings, Kmart and the RSPCA.
“Consumers want to feel that they are being communicated to in a transparent way, that they are being treated fairly, and that they are buying from companies that recognise their needs and circumstances” Hamblin explained. “This means that brands offering personalised experiences and empowering choices, and those that behave honestly rather than just describing themselves as honest, will reap the rewards of loyalty in this changing social environment.”
Other key results from the 2018 Millennium Monitor show:
• Baby Boomers are most proud to be Australian (62 per cent ) but our younger generation feels otherwise, with just 34 per cent of Millennials proud to be Australian
• Australians are looking for more enjoyment from life than before; 24 per cent saying it is their most important value compared with 20 per cent in 2016
• Australians feel that we are in limbo about the environment believing there is plenty of noise, but no consistent action
• The ‘macro era’ that the least number of Australians relate to is Power (just nine per cent ); defined by those who value elite performance, and believe technological advancements have the power to overcome societal issues. However, this has grown since 2016 (seven per cent). Health also appears to be a major concern for Australians, with research showing:
• 59 per cent of Australians believe obesity is the greatest health concern for our country
• 43 per cent said it was cancer
• 42 per cent believe it is mental wellbeing
“Brands that focus on self-management of health issues are likely to be the most successful, with Australians showing they value those that focus on overall health and a balanced lifestyle the most,” Hamblin continued.
“By contrast, many are increasingly distrustful of self-governed labelling and health rating systems.”
Please login with linkedin to comment
colmar bruntonLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.