presented by...2020/08/13 · which explains why we are less happy… how happy or content are you...
TRANSCRIPT
Presented by
‘The emotional crash and how to build back better’’Six months in:
The emotional crash.
Which is the sign of the times…?
Question: Which of these do you think most defines this period of time?
Social distancing and the stand here markers
Seeing hand sanitisereverywhere
When people hoarded toilet paper
The shock of empty shelves
The empty office blocks and city streets
Equality/injustice a priority eg Black Lives Matter
Being more casual, everyone in track pants
The death of office attire, suits and ties
Everyone wearing face masks
Emergency workers became heroes
When Zoom became everyday for everyone
The lines outside of Centrelink
Social distancing and the stand here markers
Seeing hand sanitisereverywhere
When people hoarded toilet paper
The shock of empty shelves
Everyone wearing face masks
Emergency workers became heroes
When Zoom became everyday for everyone
The lines outside of Centrelink
The empty office blocks and city streets
Equality/injustice a priority eg Black Lives Matter
Being more casual, everyone in track pants
The death of office attire, suits and ties
70% 59% 53% 52%
50% 49% 37% 35%
32% 23% 15% 12%
Social distance, sanitiser, toilet roll, empty shelves and face masks.
Apart, afraid, selfish, shocked and masked
Which explains why we are less happy…
How happy or content are you with your life right now? Base n=978-402NET happy, NET Unhappy
How happy or content are you with your life right now?
0
10
20
30
40
50
60
70
80
NET Happy NET Unhappy
w/c
Less hopeful and more fearful
Where would you say you are right now on the scale below from 'Not hopeful at all' to 'Very hopeful indeed’?, Where would you say you are right now on the scale below from ‘Extremely fearful’ to ’Not fearful at all’? Base n = 779-402
0
10
20
30
40
50
60
70
80
90
NET Hopeful NET Fearful
w/c
Whilst Victorians are more impacted, the emotional decline is nation-wide:
Victoria
71%
21%
44%
50%
25-May 3-Aug
National
76%
19%
59%
37%
25-May 3-Aug
Happy
Fearful
How happy or content are you with your life right now?, Where would you say you are right now on the scale below from ‘Extremely fearful’ to ’Not fearful at all’?Base n= 447-106
0
10
20
30
40
50
60
70
6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May 1-Jun 8-Jun 15-Jun 22-Jun 29-Jun 6-Jul 13-Jul 20-Jul 27-Jul 3-Aug
NET Togetherness NET Disconnected
And feeling disconnected has leapt up: as many of us now feel ‘disconnected’ as feel ‘togetherness’
Where do you currently sit on the following scale with others? Base n = 779-402
w/c
0
10
20
30
40
50
60
70
80
90
100
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
NET Disconnected
Underneaththis all is a structural inequity by age:
More than halfof 18-24s feel disconnected, but only 29% of 65+
Where do you currently sit on the following scale with others? Base n=18-24 n=54, 25-34 n=109, 35-44 n=164, 45-54 n=117, 55-64 n=88, 65+ n=78
The youth identity catastrophe
How will today’s youth discover their identity and define themselves?
Can’t get a job Can’t travel Can’t get a house Can’t socialise Can’t meet new people
The emotional crash.And the catastrophe facing young Australians• Social distancing defines the zeitgeist: Apart, afraid, selfish, shocked & masked
• Hope has collapsed, fear is high and we are more disconnected than ever.
• And our youth are most despairing, least hopeful and most disconnected
We don’t want to go back: We want to Build Back Better.
COVID-19 will affect our future lives
Neutral
COVID-19 won't affect our future
COVID-19 will impact the economy
Neutral
COVID-19 won't affect the economy
Almost everyone agrees Covid-19 will have a long-term impact but only 38% think we have it under control
Where do you sit on the scale below?Base n=610
87
10
3
89
7
3
75
19
6
86
11
3
18-May 3-Aug
Australia has COVID-19 under control
Neutral
COVID-19 is out of control
72
19
9
38
33
30
Australians prioritise health over wealth: the cure is worth the price. But many see them as indivisible: health is wealth
Where would you say you are on the scale below regarding which you feel is more important for you / Australia?Base n=610
Healthyeconomy
2 3 4 5 6 7 8 9 10 Healthypopulation
Important to us Important to Australia
NET Wealth: 15% / 22% NET Health: 58% / 47%
Optimism that we will ‘build back better’ unchanged
Agree we’ll return to normal
66%
Agree ‘we’ll build back better’
34%
'After COVID -19, do you think we will build back better or return to normal?… Base n=418/586
vs.
67%
33%
18-May 3-Aug
People wear masks to protect themselves
Neutral
People wear masks to protect others
Not wearing a mask is a sign of protest
Neutral
Not wearing a mask means you don't care about others
My personal rights and freedoms matter most
Neutral
Rights and freedoms for the group matter most
Australian’s mostly recognise the importance of working together: we don’t have a ‘mask debate’
Where do you sit on the scale below?Base n=610
11
36
53
11
28
61
7
20
73
73%
(and only 7% agree that “Not wearing a mask is a sign of personal protest”)
Agree that “Not wearing a mask means you don’t care about other people”
But we are divided on trusting the government
And people are critical of all types of government.
1:3 Australians think government is motivated by selfish needs
3338
2933 36
30
Care only for themselves Neutral Care for the collective
Local government Federal government
Where do you sit on the scale below?Base n=610
33%
Only 30% agree that the government cares “for the collective”
Agree that the Federal government “care only for themselves”
Big business is not seen to care at all.
But the contrast with small business is stark: they are seen as ‘for the people’
9
43 48
67
25
7
Care only for profits Neutral Are about the people
Small businesses Big businesses
Where do you sit on the scale below?Base n=610
48%
Only 9% agree that the Small business “cares only for profits”
Agree that small business “Are about the people”
Are we wasting this crisis?
Covid-19 confronts Australia with an opportunity to Build Back Better.
“Never let a good crisis go to waste” Winston Churchill.
“When written in Chinese, the word crisis is composed of two characters: one represents danger, and the other represents opportunity”John F Kennedy
Opportunity
Invest in our young people to build back a better Australia
• A circular economy• A bio-economy• Invest in young
people and new skills• Resilient,
regeneration• A bold vision, built on
human capital
We don’t want to go back: We want to Build Back Better.• We no longer feel like we have it under control and we want to build back better
NOT go back.
• Australians are all in this together but don’t see big business or government as working with us: they are working for themselves
• And there is an opportunity in the crisis to invest in youth, new skills and training but we need a new vision for a better Australia.
Why brands need to pave the way in the new world
27
Initially people wanted brands to help. Doing and action rather than empty words (e.g Coles Community Hour).
We then had a wave of big ads which were largely seen as all the same
The initial brand response.
28
Only 13% agree that brands are responding poorly to Covid-19”
49%
Agree that “brands are responding well to Covid-19”
49% agree brands responding well
Q: “Where do you sit on the scale below?” % (n=608) All figures in %.
14%
37%40%
7%
2%
12%
37% 38%
10%
3%
1 - I think Australian brandsare responding well to
COVID-19
2 3 4 5 - I think Australian brandsare responding poorly to
COVID-19
May August
Living a more meaningful life
The Australian Government will become better at taking care of our people
Greater collaboration and cooperation between countries across the globe
Greater focus on local not global
A return to family values
The Australian Government prioritising the health of their citizens
Prioritising climate action
Value the little things (e.g. the veggie garden)
The end of excessive consumption
De-prioritisation of celebrity culture
End of disposable culture
A greater focus on home life
Getting off the treadmill (de-prioritising money & job title)
Stop projecting our best life (e.g. our Instagram life etc.)
A return to greater levels of privacy and data protection for citizens
Businesses will be more environmentally conscious
Less global travel
1313
61312
767323641123
If you had to pick just one, which would you most like to see in a post COVID-19 world? Base n=600
1412
111111
9555
44
322
111
The priorities are much the same as three months ago with one exception of a doubling in importance of “Greater collaboration/ cooperation between countries” from 6% to 11% (=3rd)
13 Apr3 Aug
‘Living a more meaningful life’ still most desired future
People are changing their behaviour and setting new goals
Since the outbreak of COVID-19 , have you considered or done any of the following? Base n=599
22
32
35
78
72
79
70
74
71
81
84
34
34
34
12
18
11
21
18
22
14
12
43
35
31
11
10
10
9
7
7
5
4
Changed my spending
Changed my savings habits
Put off big purchases
Accessed your superannuation
Sold some assets
Reduced mortgage payments
Changed job
Changed my insurance
Changed my career
Moved to a more rural / country town
Downsized my home
I have not considered this I've considered this I've done this
67% have done at least one of these
How people choose which products to buy:
1. Price as a hygiene factor but then
2. Made in Australia
3. Easy delivery
Then:Environmentally sustainable and other values
Q: “When it comes to choosing which products to buy, how important are the following to you, right now?” % (n=610) All figures in %. Top 2 Box.
91
76
80
61
60
57
53
53
44
43
37
20
87
83
79
68
64
63
63
46
53
54
37
24
Price
Products are Australian made
Products are easy to get / be delivered
Environmentally sustainable
Promotes values that reflect my own
A brand whos values I share
Ethically sourced
Is innovative
Is recommended by family or friends
The company supports social issues
Is from a well-known brand
Stylish / Trendy Male Female
Which Image are you drawn to and why?
Good news stories and empathy draw the most interest
Q: “Select the image below that you are most drawn to and tell us why, and how it makes you feel? ?” % (n=567) All figures in %.
62%
15%
8%
7%
5%
2%
Good news stories
People in Melbourne wearing facemasks
Lines at Centrelink
#blacklivesmatter
Captain Cook statue being protected
Kanye West for American Presidency
“The image of the handwritten note says it all. It cuts through all the political garbage and hones in on the personal aspect of it all. We need to be here for one another no matter what we believe in or where we stand in the political landscape.” – Maryanne, 58
“It brings a sense of "we are all in this together" and "we are not alone" when we were required to stay home and not go out as much as possible at the beginning of the epidemic. It shows our compassion side of the human race..” – Joanne, 47
“I chose that image because it highlights the one of the most important changes that have happened during the pandemic. That is, people looking out for one another.” –Michael, 57
“It’s about looking out for others and to help someone in need is what’s best for humanity.”Stephanie, 50
How to communicate in a time of Covid-19 for brands
Q: “How would you like brands to communicate with you at this time” % (Week 1: n=677; 6 months: n=600) All figures in %
4751
3328 29
2317
23
16
6
6055 54 52
41 4037 35
32
4
Be informative/ educational
With empathyand
understanding
Be relatable Be innovative Be comforting Beinspirational
Provide newproduct
information
Beentertaining
Talk abouttheir products
Some otherway
Week 1 6 Months
+13 +4 +21 +24 +12 +17 +20 +12 +16 -2Shift:
Why brands need to pave the way in the new world
Brands can help to create hope by aligning VALUES being EMPATHIC and providing new/better INNOVATIONS for people
• Brands need to stay close to their customers and adapt to improve • Innovation from brands will be key for the future aligned with needs• We have a NEED for a meaningful life post COVID 19 and brand must help us meet this
need.