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BALANCE OVER BUSYNESS. PLEASURE IN THE PRESENT.

Lockdown inflicted a hard reset on the pace of the previous decade. Culture is on the move — shifting from a culture of aspiration (which peaked in the 2010s) to a culture of conscious choice and 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.

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MOVING AT THE PACE OF CULTURE — BEYOND THE BEST LIFE.

2 in 3 agree they’re enjoying the slower pace. But far from chilling, if anything, we’re more engaged — clearer about our priorities and where we invest our time. The majority are making a conscious choice to move away from filtering their #bestlife for the feed, leaning in to a more meaningful, selective existence: ‘the good 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.

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AFTER A DECADE OF DEMANDING PERSONALISATION, NOW WE JUST WANT TO BELONG.

Over the last 18 months, we’ve witnessed a meaningful movement away from the individualisation consumers demanded through the 2010s. Our inability to reliably socialise with family and friends has caused a shift in consumer needs — from a desire to be recognised as unique, an individual; to a desire to feel belonging, part of a group.

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.
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WE'RE BUILDING BONDS THROUGH WHAT WE LOVE, NOT WHERE WE LIVE.

That said, the longer and more frequent the lockdowns, the less important location seemed to be… Our definition of community began to change, moving from an initial neighbourhood-based connection — which is where the support for small business sits — to an increased bond and belonging through interests and passions.

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.

10,000+

Conversations exploring community and culture

2 IN 3

Feel like a community is more important to me now

79%

"I’m more aware of the impact my communit(ies) have on me"

75%

Are drawn to brands that feel authentic

2 IN 3

This is the reset we needed to reevaluate how we were living

85%

Finding balance is a priority for me

67%

I’m more connected to brands that champion Australian talent

10,000+

Conversations exploring community and culture

2 IN 3

Feel like a community is more important to me now

79%

"I’m more aware of the impact my communit(ies) have on me"

75%

Are drawn to brands that feel authentic

2 IN 3

This is the reset we needed to reevaluate how we were living

85%

Finding balance is a priority for me

67%

I’m more connected to brands that champion Australian talent
Poster

30 FACES

A platform that celebrates the individuals who will change our world by 2030 — inspiring and relatable changemakers that prove that small steps can lead to a big difference.
REQUEST MORE INFO: upfronts@theurbanlist.com
Poster

WILD VENTURES

We’re calling on the entrepreneurially minded across the country to put forward their business ventures for the chance to win 6 figures in marketing support.
REQUEST MORE INFO: upfronts@theurbanlist.com
Poster

DOORSTEP SETS

An initiative that will highlight the incredible musical talent across Australia, using fans to do what they do best —creating a groundswell of discovery and support for our country’s most exciting emerging acts.
REQUEST MORE INFO: upfronts@theurbanlist.com
Poster

RETREAT YO' SELF

A relaxed and restorative platform that empowers busy bees to slow down, lean in to self betterment and disconnect from the everyday grind to find their equilibrium.
REQUEST MORE INFO: upfronts@theurbanlist.com
Poster

LOVE LETTERS

A crowd-sourced series, pieced together from recommendations from our community — reminiscing and reminding us of adventures we’ve had, meals we’ve loved, and the conversations that have inspired — all designed to keep the wanderlust alive.
REQUEST MORE INFO: upfronts@theurbanlist.com

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.

Jim Collins, Beyond Entrepreneurship 2.0