Australians prefer sustainability and are dubious towards new products, even when they are marketed as a greener alternative, new research by InSites Consulting has found.
The trend, coined ‘Extending Life’, shows seven in 10 Aussie consumers take pride in creatively extending the life cycle of a product or item they already own, as opposed to buying new.
According to the data, this trend was particularly prevalent amongst NextGen consumers.
The findings are part of the recently released Consumer Trends Report 2022: Rebound + Rebalance which presents 10 consumer trends that will define the attitudes and behaviours of global consumers in the year ahead.
The report summarises data taken from a two-part proprietary study conducted with over 15,000 consumers in 17 markets in November 2021.
While Australia matches the average global score for the ‘Extending Life’ trend, more Aussies reported having a higher positive affiliation towards the trend than their neighbours in nearby APAC nations, including Singapore, Thailand, and Taiwan.
“We know from previous studies that Aussies look to brands for help in taking care of the planet; and the ‘Extending Life’ trend is further evidence of this,” said NextGen expert at InSites Consulting, Joeri Van den Bergh.
“Brands should look to help Australian consumers extend life cycles and minimise waste in creative but sustainable ways.”
Other key highlights from the report include:
- The self-optimisation culture is slowing down but cultural expectations to succeed still exist – Aussie consumers want brands to help them overcome this tension and support self-improvement journeys, with 8 in 10 showing a desire to create positive yet realistic rituals.
- Age no longer defines the path we’re expected to take in life – 8 in 10 NextGen consumers in Australia want to rip up the life-stage rule book, a score higher on average than their global peers.
- Things which society has always presented to us as ‘normal’ are being questioned – Consumers in Australia are tuning into products and services that represent reality, with almost 7 in 10 consumers positively identifying with this trend.
“The COVID-19 pandemic gifted many people with spare time yet failed to deliver the happiness expected from this,” said culture and trends director at InSites Consulting, Lily Charnock.
“Global upheaval and changing work-life routines have intensified our complex relationship with time, leading to a collective review of how we spend it.
“Amidst the ongoing uncertainty, people have prioritised small moments of joy and living for today.”
The full report can be viewed here.
