Jessica Folkard, senior manager, audience intelligence at The Growth Distillery writes that marketers need to pay closer attention to wider consumer attitudes in society. As the cost of living bites, we’d all do well to keep our fingers on the pulse.
As highlighted by recent events surrounding the US election, democratic nations including Australia are increasingly sceptical of institutions —whether it’s government, corporations, or social media — meaning brands face an emerging challenge. The challenge for Australian brands isn’t just about offering products or services; it’s about understanding Australians at their core and building real connections that bridge the gap between expectation and delivery. Today’s Australians demand more: they want governments and corporations to truly understand their values, support the issues they care about, and respect the unique role their brands are expected to play.
The latest Needs of the Nation study released by The Growth Distillery in partnership with The Research Agency (TRA), B&T Australasian Research Agency of The Year 2024, was developed in consultation with industry experts and draws on a nationally representative survey of over 6,000 Australian adults and more than 250 hours of qualitative listening with online communities. The research offers compelling insights for business and marketing leaders aiming to sharpen their corporate social responsibility efforts through purpose-driven engagement and illuminates opportunities for brands to hone their messaging by aligning with the nation’s foundational beliefs and mindsets. The impact of this is profound and enduring, unlocking the chance for brands to advocate around the pressing issues of today, and in doing so, cultivate a community of advocates for themselves that stands with them into tomorrow.
So what do Australians expect from corporations?
The study confirmed that Australia’s concerns are broad, however, one issue dominates: the Cost of Living. With 74 per cent of Australians identifying it as an issue of personal importance, the economic strain of rising grocery prices, utility bills, and petrol expenses is deeply felt. Australians are growing increasingly concerned, and nearly half anticipate these challenges will only worsen over the next five years – a red flag ahead of a pending federal election next year.
Australians expect corporations to play a role in enhancing social good, as 62 per cent believe brands should take a stand on these issues that matter to them and a further 39 per cent expect corporations to influence or advocate on important social issues, especially when it comes to the environment, cost of living and equality.
Australians are looking to corporations to drive positive change within their communities and to actively address key social issues. They expect brands to go beyond products, playing an influential role through community engagement and consumer education. This expectation offers corporations not only a chance to strengthen their relevance but also an opportunity to show a genuine commitment to societal impact, reinforcing their alignment with public values and concerns.
Finding the Path Forward: One Essential Strategy
For corporations looking to rise to the occasion, the Needs of the Nation report outlines a clear path forward through one comprehensive strategy composed of four essential components:
Close the Expectation Gap – Identify where Australians most need support and show up in meaningful ways.
Stay in Your Lane – Avoid overreaching; understand the role consumers expect you to play, and respect those boundaries.
Anchor to Core Beliefs – Align with the nation’s identity and don’t contradict the values Australians hold dear.
Know Who You’re Talking To – Recognise and respect different mindsets to ensure your messaging lands with impact.
Australians are Watching: The Role Corporations Play in Our Future
Now more than ever, Australians are seeking corporations to engage with social responsibility issues. They are looking to brands not just for quality products or innovative services but for real engagement on the issues they care about. It’s a unique time for brands to play a bigger role, to listen, and to act in ways that make a positive impact. Brands that embrace the Needs of the Nation framework and align with Australians’ foundational beliefs will be well-positioned to win not just consumers’ wallets but their hearts and minds.
Download the Needs of the Nation report HERE
