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FIVE CONSUMER SEGMENTS HAVE EMERGED FROM THE COVID-19 CRISIS
Nature Research has run a rolling study on more than 8,000 Australians from the very start of the COVID outbreak — an ongoing pulse check of consumer behaviours and attitudes. Having measured these shifts weekly for almost six months, patterns began to emerge — identifying and grouping Australians into five key segments.
THE NEW CONSUMER IS MORE CONSCIOUS, MORE CONSIDERED, AND MORE MINDFUL OF WHERE THEY CHOOSE TO INVEST.
2020 has driven some significant shifts in what we’re prioritising. Some contributors have retained their relative importance — travel, food, financial security and having a job they love. Some have understandably rocketed up the ranks, like physical health and time in nature… The mic drop, though, is surely seeing time with family and friends — something we have all been starved of, and craved through iso — being edged out by mental health and wellness as the #1 contributor to living your best life.
It’s striking because our audience is largely Opportunists. Only 4% identified themselves as struggling. Mental health is no longer just an internal barometer — a measure of relative self-worth, happiness and satisfaction. Mental health has become synonymous with mindfulness — a more conscious way of life, way of thinking, and way of making decisions.
For this audience — particularly the younger segments — this idea of wellness and mindfulness has become fundamental to their identity, with a level of proactivity and influence that extends far beyond meditation and self-help. This new life, post-reset, is one they intend to be far more conscious and considered. And that mindset is carrying across all categories and industries, making it the #1 priority for them to keep their lives and goals in check.
GIRLS TO THE FRONT
GRATITUDE WITH ATTITUDE