Will a campaign, that makes post-lockdown freedom its hero, excel? Unlikely. It’s more likely to alienate than to bond its audience. New research conducted by dentsu reveals that despite restrictions starting to ease across the country, Australians are more concerned with their safety and security than returning to normalcy or gaining more freedom.
Sensing the mood of the moment is important for brands, is it not?. A brand can be an outlier because it’s innovative or ahead of the game, but not because it “lies” to its audience.
How people feel right now has been investigated by dentsu. And the dentsu Consumer Intelligence Study, which analysed the behaviour of 1,681 Australians over the last four weeks has turned up some surprises.
- Over 50% of parents say home-schooling their children has negatively affected their mood
- 78% of Australians are spending their spare time watching TV
- Blame Gen Zs for buying all the flour: 49% of youth have been spending their time indoors baking
- 45% of Millennials say they are eating more snacks, while a third of Gen Zs are exercising less
- Only 39% of Australians say they completely trust the Government
- On average, Australians believe it will take nine months before life returns to normal.
More than 40% of Australians say they are now living a “new normal” and, on average, people believe it will take at least nine months before life returns to how it was before COVID-19. However, the research also shows not all Australians are as confident, with 17% believing that life will never return to how things previously were.
Younger demographics are taking longer to adapt to the situation: 14% of Gen Zs are still experiencing “initial shock” and 28% of Millennials admit to still “coming to grips” with things.
Christine McKinnon, dentsu’s head of intelligence, commented, “This research provides us with a good understanding of how Australians are thinking, feeling and acting during a crisis and, importantly, how people might emerge on the other side.
“Since COVID-19 started, most Australians have been living a comparable way of life indoors. As restrictions begin to ease, we can expect to see some interesting shifts in how people view society, how they change their lifestyle, and any changes to people’s level of trust in our key institutions. Right now, security remains a key focus for people under 60, whereas older Australians are seeking stronger leadership. People have also told us that they are concerned about the economy, unemployment, climate change and immigration.
“School restrictions starting to ease is likely welcome news for many parents, who have indicated that they have been spending four hours each day home schooling their children. Many parents have also admitted that home schooling their children has negatively affected their mood. We’ll be using these insights to help businesses recognise how their customers or employees may have changed since the outbreak began and what plans they need to put in place to ensure they are engaging with the right people at the right time.”
Key take-outs from the last four weeks of research can be found here: Dentsu Consumer Intelligence Report April-May 2020
The study will continue to survey 400 Australians each week until July.