Study Says Aussies No Longer Relate To “Aussie Family” Ad Stereotypes, As Cost Of Living Bites

Study Says Aussies No Longer Relate To “Aussie Family” Ad Stereotypes, As Cost Of Living Bites
SHARE
THIS



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

pureprofile

Latest News

RMIT Online Partners With Adobe & Merkle To Offer Design Courses To Marketers
  • Marketing
  • Technology

RMIT Online Partners With Adobe & Merkle To Offer Design Courses To Marketers

RMIT Online has partnered with Adobe and Merkle to create a course to accelerate careers with graphic design principles, capabilities, and industry-leading tools within a flexible, digital delivery environment. The online arm of RMIT University is launching the course in response to the growing demand for design skills in many unrelated areas and professions. In […]

SBS Launches Multilingual Australian Census Explorer
  • Media
  • Technology

SBS Launches Multilingual Australian Census Explorer

SBS has launched the Australian Census Explorer, a new tool designed to allow advertisers to explore and compare census data from 2021 all the way back to 2011. “SBS is proud to launch the SBS Australian Census Explorer, a powerful tool for anyone looking to get a clear picture of multicultural Australia in 2021-22,” said […]

TikTok Announces Week-Long Programming Celebrating NAIDOC Week
  • Media

TikTok Announces Week-Long Programming Celebrating NAIDOC Week

As part of ongoing NAIDOC week events and celebrations of First Nations culture, TikTok has announced its NAIDOC Week Hub as well as a live stream event. As part of the social media company’s commitment to recognising and elevating First Nations voices, TikTok has worked with Two Point Co, a 100% Aboriginal and Torres Strait […]

The Impact Of Outdated Advice And Experience Bias
  • Opinion

The Impact Of Outdated Advice And Experience Bias

In this opinion piece, Elyse Foley (pictured), group business director at Initiative, talks about some personal experience relating to outdated advice in the industry and how everyone could go about implementing changes. We all recall the shockwaves caused by the now infamous Grace Tame photo taken with Scott Morrison earlier this year. Her ‘sin’ was […]

Premium Content Alliance Announces Claire Williams As Head Of Marketing
  • Marketing

Premium Content Alliance Announces Claire Williams As Head Of Marketing

The Premium Content Alliance (PCA) has announced the appointment of Claire Williams to the role of head of marketing. The Alliance was formed in 2020 to promote the efficacy of advertising in premium content-led channels. It does this through three market-facing brands, ThinkTV, ThinkNewsBrands and ThinkPremiumDigital. The founding stakeholders of the Alliance are Foxtel, Foxtel […]

Alliance Outdoor Media Group Expands To New Zealand With LUMO Digital Outdoor
  • Advertising
  • Technology

Alliance Outdoor Media Group Expands To New Zealand With LUMO Digital Outdoor

Australia’s fastest growing independent OOH media provider, Alliance Outdoor Media Group, are crossing the Tasman, expanding their reach, and welcoming their first international member, LUMO Digital Outdoor, in a move set to expand into New Zealand. LUMO Digital Outdoor is New Zealand’s most innovative digital out-of-home provider. They have a consistent track record of delivering […]

Fabulate Names Marie Galinsky As National Sales Director
  • Marketing

Fabulate Names Marie Galinsky As National Sales Director

Market leading Australian content marketing platform Fabulate has named Marie Galinsky (pictured) to oversee its rapidly expanding national sales operation in the role of national sales director. Galinsky’s promotion will see her lead Fabulate’s growing sales team and comes just six months after she joined the content marketing startup to lead its Melbourne sales operation. […]

adidas And Indigenous Football Australia Team Up To Give Opportunities To Indigenous Children
  • Campaigns

adidas And Indigenous Football Australia Team Up To Give Opportunities To Indigenous Children

A new partnership between adidas and Indigenous Football Australia, which oversees the strategy and expansion of Australia’s most successful and longest-running Indigenous football initiative, John Moriarty Football, will ensure more Indigenous children in remote and regional communities benefit from the power of football. The partnership will see adidas and Indigenous Football Australia (IFA) work together […]

Australian Studio Start Beyond Appoints Angus Stevens As Chief Executive Officer
  • Technology

Australian Studio Start Beyond Appoints Angus Stevens As Chief Executive Officer

Start Beyond, Australia’s leading producer and distributor of VR and AR immersive learning solutions, today announces the internal promotion of Angus Stevens (pictured) to CEO. Stevens, who joined the business in 2016 as one of the founding members, is moving on from his current position of managing director effective immediately. In his new role, Stevens […]