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Australian consumers want brands to help them extend life cycles and minimise waste

MEDIA RELEASE: January 18 2022: New consumer research has found that Australians recognise that buying new, even when marketed as a greener alternative, cannot be sustainable. Eco-conscious Aussies take pride in creatively extending the life cycle of things in the best possible way. The trend, coined ‘Extending Life’, comes from a new report launched today by consumer insight agency InSites Consulting. Data from the report finds that 7 in 10 Australian consumers have a positive affiliation (based on attitude and/or behaviour) toward this trend, and it is even more prevalent amongst NextGen consumers.

In fact, it is common that trends score significantly higher with NextGen consumers. Joeri Van den Bergh, NextGen expert at InSites Consulting and London Business School certified alumnus of the Sustainability Leadership and Corporate Responsibility executive course, explains: “In this inter-COVID time, we found that young generations are eager to re-start their lives by looking for new ways to stimulate their senses, connecting more inclusively and just having spontaneous moments of fun and escapism.

The Consumer Trends Report 2022: Rebound + Rebalance identifies 10 consumer trends that will define the attitude and behaviour of consumers around the world in the year ahead. Whilst Australia matches the global average score for the ‘Extending Life’ trend, it leads the way compared to many of its neighbours in APAC, including Singapore, Thailand, and Taiwan.

Joeri Van den Bergh, adds: “We know from previous studies that Aussies look to brands for help in taking care of the planet; and the ‘Extending Life’ trend is further evidence of this. Brands should look to help Australian consumers extend life cycles and minimise waste in creative but sustainable ways.”

The Consumer Trends Report 2022: Rebound + Rebalance summarises data from a two-part proprietary study conducted with over 15,000 consumers in 17 markets in November 2021. Key highlights from the report include:

  • The self-optimisation culture is slowing down but cultural expectations to succeed still exist – Aussie consumers want brands to help them overcome this tension and support self-improvement journeys, with 8 in 10 showing a desire to create positive yet realistic rituals.
  • Age no longer defines the path we’re expected to take in life – 8 in 10 NextGen consumers in Australia want to rip up the life-stage rule book, a score higher on average than their global peers.
  • Things which society has always presented to us as ‘normal’ are being questioned – Consumers in Australia are tuning into products and services that represent reality, with almost 7 in 10 consumers positively identifying with this trend.

Lily Charnock, Culture + Trends Director at InSites Consulting, described the context for the report: “The COVID-19 pandemic gifted many people with spare time yet failed to deliver the happiness expected from this. Global upheaval and changing work-life routines have intensified our complex relationship with time, leading to a collective review of how we spend it.

Amidst the ongoing uncertainty, people have prioritised small moments of joy and living for today. Yet, as we enter a new year unsure of what’s to come, we search for stability by setting long-term goals. It is this duality – balancing pleasure against purpose – that we all seek to fulfil to achieve happiness in 2022. The trends identified in this report are driven by a collective desire to satisfy this tension.”

Charnock added, “There is no shortage of trend reports available in our industry, and it’s often hard to grasp the value within. With our unique methodology, we not only identify trends, but contextualise and quantify them as well. In doing so, we can apply them to a brand’s business challenges, thus driving consumer centricity.”

To download a copy of the Consumer Trends Report 2022: Rebound + Rebalance, please visit here.

The topic of the report will be unpacked further on Wednesday, 2 February at 9AM. Join Joeri Van den Bergh and Lily Charnock from InSites Consulting as they highlight five of the 10 consumer trends in Australia for 2022 and discuss the implications for brands. To register, please visit https://www.insites-consulting.com/events/.

website: InSites Consulting

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