Study Says Aussies No Longer Relate To “Aussie Family” Ad Stereotypes, As Cost Of Living Bites
Major shifts to family structures and the housing affordability crisis are among the key trends shaping the world post-COVID, according to a new report from Pureprofile and Insights Exchange.
In the next five to 10 years, the traditional household structure is going to be surpassed by more fluid definitions of family, due to couples having children at a later age and Millennials being unable to afford to buy property. The report, based on a representative sample of over 1,600 Australians, found that one-third of Australians do not relate to the portrayal of family/households by advertisers and media.
Housing affordability is now one of the main concerns for young Australians, coupled with economic insecurity, earning enough to maintain their lifestyle and saving for a house deposit. Of those renting aged between 18-39yrs – one in four (25 per cent) claim they are not likely to buy in the next five years. Their house deposit savings is now going toward post-Covid travelling, new experiences, new furniture for their rental or a new car.
For those “kidults” (+18yrs) still living with their parents, 55 per cent are there ‘to save money’ while 47 per cent stated they ‘cannot afford to live elsewhere’, but are also seemingly happy to live at home with 52 per cent still being financially supported by their parents.
Nichola Quail, founder and CEO, Insights Exchange says the “kidult” phenomenon of children not leaving the nest also has major implications for the grocery customer journey, buying appliances, planning travel and managing multiple streaming services and devices.
“Only one in four (24 per cent) people define themselves as being a family with dependent children, yet this remains the dominant portrayal of households in advertising. Australian households are becoming much more fluid, with adult children living in the family home well into their thirties. Some 14 per cent of 25-29 year olds and 12 per cent of 30-34 year olds still live with their parents. You essentially have four adults living under one roof operating more like flatmates with economic benefits,” Quail said.
Post-Covid we are also now seeing the lowest fertility rate in Australia’s history, with figures also showing 51 per cent of 18-34 year olds said they’re unlikely to have a baby in the next five years.
Major shifts in travel, leisure and shopping
Working from home and Covid restrictions have shaped the way Australians now shop. Compared to three years ago, women are more active online than men with 54 per cent of women shopping online. In contrast, only 35 per cent of retirees are likely to shop online.
Along with an increase in online shopping, Australians have needed to adapt the way they see their GP or keep up with their studies. Covid restrictions and social distancing has increased the use of Telehealth, especially for females by 25 per cent, while there was a 33 per cent increase of online learning in the 18-24 year old group.
With borders reopening and Covid restrictions easing, only one in four Australians are not planning to travel in the next 12 months, with their destination either in their own state or interstate. Overseas travel is more likely in the next three years than the next 12 months with many people likely waiting and watching how things settle before embarking on broader, usually more costlier adventure.
Concerns keeping Australians up at night
The rising cost of living (70 per cent) and climate change (39 per cent) are the top concerns for Australians. The impact of climate change on the environment and their way of life, as well as slow progress in reducing carbon emissions are the main concerns.
Finances loomed large, with over one in five people unable to afford to retire (23 per cent), find affordable rental property (22 per cent) and being able to save enough for a home deposit (21 per cent). Conversely, career progress, affordable higher education and workplace diversity and inclusion were much lower concerns.
Despite 87 per cent of Australians agreeing that the country is ethnically diverse, a large proportion of Australians don’t agree that the nation is “racially tolerant” (45 per cent) or that there is a “sense of fairness and equality” (43 per cent).
“Four in ten people in Australia today are either non-Australian-born (born overseas) or first generation Australians. However, when we asked them how they identify themselves, the vast majority (93 per cent) said Australian. Even though typically viewed as multicultural, there’s less belief that Australia is a racially tolerant country. This is problematic given the essential role that overseas migrants are anticipated to play in Australia’s post pandemic recovery and future population profile,” says Martin Filz, CEO Pureprofile.
Please login with linkedin to comment
pureprofileLatest News
ABC Launches Two New Channels Combining Kids, Family & General Titles
The ABC will introduce two new channels in June—ABC Family and ABC Entertains—and four new innovative digital streams that will combine the best kids’, family, and general entertainment titles. The new channels will make it easier for audiences to find the programs they love. They will showcase the ABC’s catalogue of family and entertainment programs […]
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The Wests Tigers have confirmed that Brydens Lawyers will end their one-million-dollar partnership with the club at the end of the 2024 season. The law firm first joined the club in 2015 and upgraded to a principal shirtfront partnership in 2016. In an official statement shared to the Tigers’ website today, it was announced the […]
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.
Bud Communications Expands APAC Footprint With Australian Office Launch
Singapore-based PR & content agency Bud specialises in disruptor brands, not marijuana ones as the name may infer.
Coles Group Ranks Number One In Disability Access & Inclusion
Hats off to Coles for this top work. Now if it could only get its trolleys to run straight & its pears a bit less hairy.
Is Alone Australia Coming For MAFS & Survivor?
SBS's Alone Australia proving such a hit with viewers, B&T is rather surprised the commercial networks haven't nicked it.
AFR Pulls Plug On Newspapers In WA After Printing Costs Soar
West Australians will now have to rely on That's Life & Iron Ore Weekly for their weekly print fix.
Spotify Delivers A “Masterclass” In Curating User Experiences For Listeners & Artists
As you'll read here, there's more to Spotify than meets the eye. Or, in this case the ear, it being an audible property.
REA Group Delivers Booming Q3 Performance
It's yet further proof the property market is so hot right now. Still not hot enough to save Godfrey's vacuums, however.
iProspect Reveals 2024 Level Up Committee Cohort
iProspect unveils shadow executive leadership team. Staffers warned to be on the lookout when nicking off early.
Surge In Kayo Subscriptions Helps Foxtel Offset Broadcast Declines; News Corp Q3 Revenue Flat
One thing Aussies love is sport. Yet, one thing they hate is paying for it. So, make of this news what you will.
DEPT Doubles Down On Creativity With New APAC Executive Creative Director
Global digital agency announces Brad Stevens as ECD. Says he's happy to go by 'Braddles' or the unimaginative 'Stevo'.
JCDecaux Unveils Giant Melbourne Wrap Around OOH Site
If a worrying vitamin D deficiency isn't enough to get you outdoors, then hopefully this new JCDecaux installation will.
Brazilian Ad Agency Africa Creative Releases Powerful Gay Conversion Therapy Film
The Cure sounds like the serious sequel to Hangover III, let's hope it delivers some sobering food for thought.
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The game of golf is a lot like Lindsay Lohan, Jägermeister or holidaying in Kuta - you never know if it's cool or not.
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
Matilda's goalie & coach in conversation at this year's Vivid. Won't be conversing about Sam Kerr's ACL, however.
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (07/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing B&T’s Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.