The PRWIRE Press Releases https:// 2020-05-07T01:57:02Z Brands must reframe relevance to connect with Aussies worried about post-COVID economy 2020-05-07T01:57:02Z brands-must-reframe-relevance-to-connect-with-aussies-worried-about-post-covid-economy SYDNEY, 7 MAY 2020: Life under lockdown is changing what we do, how we feel and the role of brands in our lives. New Kantar COVID-19 Barometer research from 23-28 April highlights the increased importance of brands understanding the role they can play to reframe their relevance with Australians. Six in 10 Aussies are still worried about our economic outlook – a 5% increase from just a fortnight ago Confronted by this new era of frugality, muted consumption, and the need to learn and embrace a savings ethos; no matter the generation, and whether white, grey or blue collar; the human story remains the same. “And with an overload of ‘we are here to help’ messages over the past month, Aussies are looking for tangible actions by brands that align with their values,” says Kantar Australia’s Executive Director – Qualitative, Carolyn Reid. “Brands should continue to be practical and realistic in their advice to customers; but acknowledge the growth in the number of people who want to see exactly how brands are fighting the crisis. Freedom (35%), social interaction (45%), routine (25%), the ability to leave the house (33%) and big plans such as holidays and new jobs (27%) have been the hardest things for Aussies to give up since lockdown began. And it's the messages of hope and acts of enduring optimism that are resonating.” Ever resilient, Australians are hacking new ways to live as we navigate through and out of COVID-19 A Kantar Profiles poll from 1 May finds just 7% of Aussies are still getting dressed for work despite working from home, while 13% admit to staying in their pyjamas all day. Yet ahead of a potential easing in restrictions looming in Friday’s National Cabinet meeting, the novelty is starting to wear off – three in ten Aussies are continuing their normal personal care, hair and makeup routines. The poll also reveals almost half (45%) of Aussies are dreaming of a holiday at home without flying. A quarter of us crave a sunny vacation or long-haul trip to a tropical island (26%) or an all-inclusive vacation to a resort (25%). Cruising is still appealing to 14% of Aussies as their next holiday experience. “While we’re at home, we’re dreaming of the future beyond our own four walls; but, hot on the heels of the Australian bushfires, COVID-19 is also accelerating the resurgence of human values,” says Reid. “From belonging and shared humanity to a sense of duty to community, ring-fencing our borders from exposure to risk will amplify this trend. Quarantining is expected to become part of our new normal – viewed short-term as protectionism, but some fear bordering on nationalism. The uncertain future shines a spotlight on the role of trust – redefining brand purpose and sustainability to a must-have.” Aussies believe brands have a duty to help and bring people together71% of Aussies surveyed in Kantar’s COVID-19 Barometer approve of the government’s response to the coronavirus crisis (up from 65% a fortnight ago) – but as Aussies overwhelmingly crave leadership, they also believe it’s important for trusted brands to show up in a crisis. “They can take some cues from the way a 94-year-old great grandmother set the tone for a nation in the UK by cancelling traditional birthday festivities because she doesn’t believe it’s appropriate while the country battles coronavirus,” says Reid. “Totally on brand – especially if you love The Crown!” “Meaningful action today will help recovery tomorrow, she adds. “Amplifying shared values, activating your brand purpose and focusing on engendering feelings of community and optimism is critical. If sociability is core to your brand, elevate the joy of shared moments. Authenticity counts, and right now, empathy is critical to resonate. Your communication must fit the moment. Tune into your customers voice and needs and reframe relevance. This isn’t a time for inaction. Anticipate the changing human story and cultural narrative. Pivoting your offer and message to meet changing human needs is the new brand normal.” -ends- About the surveys An online survey of 500 Australians between the ages of 18 and 90 was conducted between 23-28 April 2020 as part of the Kantar COVID-19 Barometer. 1,006 Australians (Personal Care) and 1,005 Australians (Travel) were also surveyed through a Kantar Profiles COVID-19 Quick Poll on 1 May 2020. About Kantar Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth. / Aussie concern about COVID-19 impact on daily life rises 28% 2020-05-07T01:19:25Z aussie-concern-about-covid-19-impact-on-daily-life-rises-28 SYDNEY, 8 APRIL 2020: Australians are becoming increasingly overwhelmed and concerned about their financial security as new restrictions to combat Covid-19 threaten jobs and income. Kantar’s COVID-19 Barometer, a survey of 484 Australians aged 18+ conducted between 27th-31st March finds the economic impact of the crisis is now causing major concern along with continuing worries about personal financial security (up 46% since 23 March). The threat of illness (up 29% since 23 March), while increasing, is of less concern to Aussies than any financial implications.  Aussie concern about COVID-19’s impact on daily life rose by 28% between 23rd and 27th March This increase is driven more strongly by 30-49-year-olds – the demographic with school-aged children, higher household debt and ageing parents. Overall, the growth in concern aligns with Australia’s coronavirus case trajectory and increasing intensity and acceleration of government restrictions. When comparing overall concern to that experienced by citizens of other countries two weeks ago, Australian’s concern today is in line with that of both Italy and Canada. There is a significant decrease in bricks and mortar shopping with online purchases varyingVisits to physical retail stores continue to drop largely due to social distancing regulations and enforced isolation. At the same time, more people are shopping online (up from 10% to 22% in the last 6 days), yet 21% have decreased THEIR online shopping propensity due to their personal financial situation or job loss. 72% of Aussies expect a hit on their income by coronavirus measures leading to price sensitivitiesBrands will likely experience increased consumer price sensitivity and will need to prove their ‘value’ as we move through this crisis. Purchase decisions on travel, cars, maintenance, appliances, smartphones and property are now being delayed or stopped. However, younger Australians are considering the drop in property prices may be an advantage for them to enter the market.  New purchases considerations include in-demand video and TV, banking products, stocks and shares; with computers and electronics popular to support the work-from-home era. Insurance purchases remain unchanged since the previous survey as Australians crave security in this time of crisis. 76% of Aussies want authentic action from brands that does not exploit the crisis situationAs we’re living through the acute outbreak phase, Kantar Australia Chief Commercial Officer Jonathan Sinton says Australians will remember brands that make a positive contribution during this hugely stressful and disrupted time in their lives.  “Younger Australians in particular are looking to brands they trust to talk about how they could be helpful and inform them of efforts to face the situation. This is a unique period in history where brands in all sorts of categories can find new and genuinely useful ways to be relevant in consumers’ lives, and its actions now could define it for years to come. But brands must be cautious that Australians are not looking for their brands to change who they are. Disingenuous or exploitative tactics will get called out. Authenticity is key. Now is a time to live up to the brand’s values or positioning strategy. Be useful; and be on brand.” Kantar’s COVID-19 Barometer is the leading syndicated study on how COVID-19 is influencing consumer behaviour, attitudes and expectations, covering over 50 markets. // Download the survey infographic // Learn more about the Kantar COVID-19 Barometer // Read more Kantar coronavirus consumer insights -ends- About Kantar Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.