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2020 HAS THROWN US A SPANNER.

From climate-fuelled fires to a killer virus, it’s not exactly been what we imagined. And as a platform helping 3 million people to live their best life, we’ve had to do a double take. What does BEST even look like right now?

Like much of 2020, it’s a whole lot simpler. More reflective. Less hype.
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UPFRONTS 20/21:
LESS LIQUOR,
MORE INTELLECT

As we’ve prepared for our Upfronts, we’ve found ourselves leaning toward a more humble and heartfelt sharing of ideas; inspired and excited by the fresh takes and fresh voices fuelling the culture around us.

The relative quiet of the social cal has given us more time to observe and listen — soaking up (or straight up asking for) all the intel we can when it comes to what Australians want from their fresh starts.

Because there has been a reset. And for the most part, we think it’s positive.

5000+

conversations about what life looks like beyond 2020 — understanding their motivations, perceptions and dreams

70%

of our audience think this is the reset we all needed; a chance to redefine what's truly important

1 in 2

said their view of ‘living my best life’ has changed. — we feel you

40%

said their goals have changed, along with the path to get there

2 in 3

want to live a simpler life when this is all over — and this is flowing through to their behaviours and spend

82%

think the events of 2020 have caused a change in Australian culture

62%

believe the impact on Australian culture has been positive — we are more focused on homegrown places and faces

383

coffees and cocktails have been consumed in the preparation of these Upfronts

5000+

conversations about what life looks like beyond 2020 — understanding their motivations, perceptions and dreams

70%

of our audience think this is the reset we all needed; a chance to redefine what's truly important

1 in 2

said their view of ‘living my best life’ has changed. — we feel you

40%

said their goals have changed, along with the path to get there

2 in 3

want to live a simpler life when this is all over — and this is flowing through to their behaviours and spend

82%

think the events of 2020 have caused a change in Australian culture

62%

believe the impact on Australian culture has been positive — we are more focused on homegrown places and faces

383

coffees and cocktails have been consumed in the preparation of these Upfronts

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.

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AN AUDIENCE THAT'S MORE OPTIMISTIC.
MORE ADAPTABLE.
MORE FUTURE FOCUSED.

We overlaid this same segmentation on our audience — curious to see how Urban Listers compared… All five segments existed, though in significantly different proportions to the broader Australian population.

We over-indexed in two areas: The Opportunists and The Simplifiers — two segments that have taken the time to reflect and reevaluate, and are largely positive about what is to come.

We are not on the other side of this yet; changes continue to roll and we need to find audiences who are willing to shift with us, our sectors, and our businesses… Audiences that can be relied upon to bounce back, roll with the punches, get excited by new ideas and new perspectives.


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.

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EMPOWER THEM TO ACHIEVE THEIR
NEW GOALS

The best brands and marketers will show they understand these segments and the opportunity they represent — fuelling our future and our culture by empowering them to achieve their more conscious aspirations and goals.

Amongst this group, there is an appetite to embrace and celebrate the new — particularly when it comes to homegrown talent and experiences. As consideration sets have shifted; brands and sectors that may once have been on the outer (oh hi, domestic travel) are now seen as a must.

And while consumerism may contract overall — it is likely we will be more considered in our selection — that also has upside; a greater opportunity to establish true brand loyalty if you communicate with purpose, consistently. Offer products, connections and opportunities that make the most of life in this climate, and ultimately, help ensure they really are living their best new version of it.
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GIRLS TO THE FRONT

A multi-platform movement to champion female artists and music industry professionals, placing them on our radar to give us practical ways to show and share our support.
REQUEST MORE INFO: collabs@theurbanlist.com
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FRUGAL NOODLE

An Interactive platform that enables people to live their best life on a budget without having to compromise on quality or experience.
REQUEST MORE INFO: collabs@theurbanlist.com
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GRATITUDE WITH ATTITUDE

Our core mental wellness theme for 2021 that will shake up the status quo, change perceptions and make the whole concept of wellness accessible to everyone!
REQUEST MORE INFO: collabs@theurbanlist.com
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HOLIDAY REPLAY

A two pronged initiative that will rival any international destination and showcase how amazing our own backyard is, culminating in a chance for Aussies to replay their lost holidays of 2020 right here on home soil.
REQUEST MORE INFO: collabs@theurbanlist.com
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HOTU:L

Check out, and check in, to an ultimate weekend in cities across Australia that safely supports the homegrown talent that are the heartbeat and culture of that destination.
REQUEST MORE INFO: collabs@theurbanlist.com

20/21 INITIATIVES

A taste of some spicy new initiatives for the year ahead, injecting our partners into a cultural conversation that’s more considered, more conscious… And every bit as cool.