We recently began working closely with C-Space, our qualitative research platform.
It consists of a statistically representative panel of Australians aged 18–65, whose myriad perspectives help us better understand customers’ motivations and challenges.
Its Australian panel consists of a statistically representative group of Aussies aged 18–65, whose myriad perspectives help us better understand customers’ motivations and challenges.
First up is their approach to the new(ish) year.
New year’s resolutions? No thanks
Overall, the community seemed more interested in a one-day-at-a-time approach. Some felt promises to yourself should be upheld daily. Others preferred to live in the moment. And many felt that 2021 would be filled with turbulence, so didn’t want to commit.
Take a moment
For our community, the pandemic served as a reminder of the importance of quality time. Focus areas for 2021 included: Connecting more with friends and family, slowing down, and enjoying the small moments.
Hitting reset
The disappointments of 2020 made people think deeply about their physical, mental, and financial health. There was a repeated sentiment of “getting life back on track” this year, be it through finding new jobs, better management of personal finance, and setting fitness goals (but not necessarily resolutions).
Don’t underestimate your impact
Stability is lacking to the point where we won’t even make resolutions. And though 2020 is over, many of us remain in a state of vulnerability, caution, and anxiety. For brands, this presents an opportunity to meet those negative states with empathy, reassurance, and guidance.
There are various levels on which brands can help and demonstrate relevance. On an everyday level, your content can be used to engage and entertain an audience that could do with some levity and uplift. On a deeper level, your brand or its leaders could actively show how purpose and values have come into play during tough times — customers appreciate (and even expect) such transparency and clarity.
Example: Oatly’s Department of Distractions is a wacky portal that lightens the lockdown load.
Connection counts
This year, our community understandably wants to spend more quality time with family and friends.
The thing is, a lot of our time is spent in the (virtual) workplace. And after a year of adapting to radical changes in how and where we work, we need to keep watch for the dual demons of disengagement: fatigue and burnout.
We’ve gone from work-life balance to work-life blur. To keep your people engaged and give them the support they need (but mightn’t ask for), regular communication beyond just work chat is essential. Ask how people are. Share a meme. Set a couple minutes aside for light-hearted chat. Create the conditions for regular connection between colleagues outside of their daily tasks. Then formalise and protect the time required for those interactions, so they become the norm.
Example: Canva’s ‘Keeping the Vibe Alive’ internal portal enhanced the employee experience when WFH became the norm.
Move forward with optimism
Last year was destabilising, but all that uncertainty led our community to reassess where they were at and consider how best to move forward.
With the social and cultural shifts of 2020, people also reassessed their expectations of and relationships with the brands they let into their lives.
For brands, and the people who represent them, the stakes are higher than ever. But it’s possible to meet and exceed those new expectations by infusing your messages with optimism, seeking out collaborations that benefit society, and dedicating resources to making a positive impact.
Happily, Australia and New Zealand are doing well in this area: our region is the fastest-growing in the world for B Corp status and is currently home to 10 per cent of them. Plus, we’ve got industry leaders who are thoughtful and genuinely care about purpose, culture, and partnership.
Brands who are a force for good, and not just those concerned with consumerism, will be the ones that come out on top.
Example: Thankyou’s 2020 ‘No Small Plan’ campaign focused on bold partnerships for better.
If you’d like to know more about C-Space or want to submit a question to the community, please get in touch.
