AustraliaNOW Report #20
Hall & Partners, Quantum Market Research, together with Clemenger BBDO Melbourne have created the 20th AustraliaNOW Report. Highlights of the Report include:
- Across the country we appear to have reached an emotional turning point and sense we’ve emerging out of the 2nd wave of the pandemic that was overtly Victorian based but felt further afield – but now there’s a growing sense of security emerging which obviously feeds into a corresponding sense of frustration from those still compromised by lockdown, and the collective desire to return to some sense of normalcy.
- Confidence is also on the rise, even as temporary welfare initiatives are gradually withdrawn and unemployment creeps up, as overall household financial confidence remain stable with a high proportion of people still economically insulted from the crisis and feeding a hopefulness that’s feeding emerging ambitions post-COVID.
- In Victoria, the pressure of isolation is peaking and the strain showing with Melbournians not surprisingly pushing back the most against restrictions and wanting a relaxing of constraints over their liveOut of any segment, the pressure on families with young children is most starkly apparent as their ability to recover is slower with their ability to control everyday life more obviously impeded, income security a constant presence for many, and emotionally less resilience to copy with instability, while those at the older family life stage are sandwiched between worrying about their children’s education and ageing parents’ health.