Balance over busyness. Pleasure in the present.
Rather than aspiring to return to a life that was, many of us are turning down the volume on relentless productivity, hectic social cals and constant optimisation. We’re willing to slow down and embrace enjoyment over enhancement, balance over busyness.
Moving at the pace of culture — beyond the best life.
As always, change comes with challenges. There is an underlying need for support as we navigate the push pull of adapting to this new way of life. And this is a prime role for brands to play — helping us to adapt, to identify our new aspirations and goals, and to satisfy this equilibrium we seek.
How well do you really understand your audience?
We gave the media and marketing industry the opportunity to respond to a similar set of research questions — exploring commonalities and points of contrast when compared to the consumer sample. The significant differences in preference and perspective expose the potential for unconscious bias when it comes to campaign strategy — perhaps inflating the desire to return to a fast pace, all-in life when many Australians are more inclined to recalibrate and reset.
After a decade of demanding personalisation, now we just want to belong.
We became more aware of the impact we have on our communities; more aware of the impact our communities have on us. And as a result, began steering support towards business and brands aligned with our new community values.
We're building bonds through what we love, not where we live.
Where we live is now tertiary when it comes to where we source our sense of community — trailing what we love and what we believe... Which opens up such fresh and fertile territory for brands to explore — providing belonging through platforms dedicated to shared values and interests.
77% of our audience think brands have contributed more to their community than before.
When it comes to anticipating future brand sentiment and saliency, brands seen to give back to the community came out ahead of brands being socially or environmentally conscious.
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30 FACES
WILD VENTURES
DOORSTEP SETS
RETREAT YO' SELF
LOVE LETTERS
21/22 INITIATIVES
A taste of some spicy new initiatives for the year ahead, celebrating the 10th anniversary of Urban List...
If the first two decades of the twenty-first century have taught us anything, it’s that uncertainty is chronic; disruption is common; and we can neither predict nor govern events.
Your best hedge against unexpected obstacles is making sure you have the right partners on the other end of the rope, people who can adapt to whatever you encounter on the mountain.