Mind and Mood of Australia:
Trends wrap up
Understanding societal and cultural trends starts with understanding real people: real people in real life. We are delighted to share with all our Ipsos clients the Top 10 Trends for 2016 unearthed through the Mind & Mood of real Australia.
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THE NEW SUCCESS INDEX*
How Australians measure success has shifted from the traditional markers of achievement - career, wealth and status – to a much more personal inventory of things such as happiness, wellbeing and having good relationships. Even home ownership, once the bedrock of the Australian dream – no longer figures in the picture of a successful life. Experiences, not things, are the new symbols of status and tickets to life-enrichment – with regular travel at the very top of the must-have experience list.
*insight based on data from the NAB Rethink Success whitepaper, survey conducted by Ipsos.
FRICTION VS FLOW
Customer-centric experience drives value like never before - a friction-less experience has become the new currency – often more important than price or product. With zero tolerance for any kind of friction on the customer journey, consumers are seeking out seamless experiences that simply ‘flow’ and don’t delay gratification.
After some initial resistance to mixing money and social, we’re seeing the value of integrating payments with social media, and this is being applauded by consumers. Chinese mega social network WeChat led the charge by connecting buyers and sellers in-app, and now Instagram and Facebook are following suit. Instagram is finally becoming transactional (in beta for now), allowing users to purchase items on the platform. Facebook’s recently launched Marketplace is similar – following a more Ebay-like model but without facilitating payments.
THE RISE OF THE DIGITAL
MICRO-ENTREPRENEUR AND SOCIAL INFLUENCER
Everyday people are boosting their income from their day-jobs by participating in the digital peer-to-peer and sharing economy via the likes of AirBnB, Uber, Ebay. Lifestyle bloggers, fashionistas, aspiring chefs, makers and DIYers and are establishing social media empires by creating informative, entertaining, inspiring content from their everyday passions.
POWER SHIFTS FROM ‘THEM’ TO ‘US’
Faith in institutions continues to crumble, as consumers question the role government, corporations and mainstream media play in their lives. These forces no longer hold the same influence or offer the same certainties about life and power is shifting ‘them’ to ‘we’ and ‘me.’ These pillars are now under constant scrutiny and assessment as consumers question their relevance and how they fit into their new world.
SHAPING OUR WORLDS: ACCELERATING RELIANCE ON CURATION
Social media has redefined how we consume news. News is now heavily self-curated, allowing people to create their very own, customised niche media. And as social becomes the primary and often only digital source of news for many consumers, they are literally curating their own reality by ‘screening out’ anything not of interest to them.
SKIP THIS AD IN 3, 2, 1…YOUTUBE AND NETFLIX ARE MY TV
Linear Free-to-Air and PayTV have struggled to maintain relevance, particularly amongst Millenials, in a media landscape overflowing with content, thanks to the arrival of streaming services in 2016 (Netflix and Stan particularly). Adding to this challenge is the growing role of full-length content now consumed on YouTube and the popularity of catch-up services.
‘ON’ TIME KILLING ‘DOWN’ TIME: A NEW BASELINE
Devices continue to be a source of tension in the lives of consumers, who are caught between their desire for continuous 24/7 connection and stimulation and their need to switch off, all the while trying to manage the feelings of discomfort around being ‘addicted’ to their phones and the impact all of this screen time is having on their relationships.
DIGITAL DETOX AND JUNK MEDIA
After years of ‘bingeing’ on social media, consumers – particularly millennials - are seeking to pull back by shrinking their social media repertoire down to one or two platforms – often Instagram. Facebook remains in the background, used passively as the ‘digital mailbox.’ Social media becomes a kind of visual ‘white noise’ that we turn to when we want to zone out. Time spent on social media becomes an increasingly passive behaviour, where we no longer ‘take anything in,’ becoming an opportunity for downtime rather than engagement.
60 IS THE NEW 20: THE REINVENTION OF AGEING
The very concept of age, of what it means to ‘get old’ or to ‘be old’ is changing. 60+ consumers are resisting the traditional markers of age and rejecting outdated expectations for how they ‘should’ live and what they ‘should’ value in this stage life – including how they spend their time and money. Health becomes the ticket to high-quality longevity – if you don’t get sick, you don’t get old.
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