Take your brand from optional to essential in 2023
optional to essential in 2023
The notion of essentials is changing.
Across generations, gender and geolocations, loyalty’s out and living for the moment is in as consumers pursue new brands more than ever before.
Find out the 4 things you can lean into to boost relevance, resilience and reach customers – even in the most discretionary categories.
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The 2023 Brand
Survival Kit
Align with the motivators that matter to Australians right now…
From Gen Z to Boomer, escapism is indispensable. And consumers are making major trade-offs to break free from the day-to-day, turning some once-discretionary purchases into essential household utilities.
In the first episode of this new video series, The Growth D_Stillery’s
Dan Krigstein speaks to marketing thought-leader Mark Ritson about this new chapter in essential living, how the pandemic has changed the needs of brands, and a look over the horizon in pursuit of sustainable growth.
In Australia’s new ecology of essentials, will your brand and category make the cut?
Everything you thought you knew about your consumers – what motivates them, what keeps them up at night and how they choose
– has been turned on its head. It’s all up for grabs.
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In 2023, making memories is a mandate. Travel and shared experiences are at the top of the list, but there are other ways your brand can tap into togetherness to win new customers.
Leverage The Power of Shared Experiences
Embrace Escapism
The notion of wellbeing has changed
– and it’s giving consumers unprecedented permission to spend in new ways (and in surprising categories).
Ride The New Wave Of Wellbeing
Little treats, big rewards. More than 8 in 10 Australians will eat out, go out and splash out on beauty treatments as cost of living pressures increase. How can your brand create a micro-moment?
Maximise
Micro-moments
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ESSENTIALS
PERSONAL FINANCE
FOOD
TRAVEL
HEALTH
HOME & LIFESTYYLE
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What does the new ecology of essentials mean for your brand
or clients? The Growth D_Stillery’s Daniel Krigstein unpacks the learnings – and the opportunities – every business needs to know.
AVAILABLE 15 MAY
How are different generations of Australians approaching their personal finances in the current economic environment?
What does this mean for brands and CMOs that operate in the Personal Finance sector – and how can they tailor their products, services and communications to meet this variety of perspectives?
A NOTE ABOUT RELEVANT ADVERTISING: We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites. This is also known as Online Behavioural Advertising. You can find out more about our policy and your choices, including how to opt-out here: https://preferences.news.com.au/preferences
EPISODE 3:
The Business of Being Well
featuring Nick Ingate, Founder of Sabbatical Travel and former Partner at the brand consultancy group “The Projects”.
Get in touch
Get in touch
What does this mean for brands and CMOs that operate in the Personal Finance sector – and how can they tailor their products, services and communications to meet this variety of perspectives?
How are different generations of Australians approaching their personal finances in the current economic environment?
Available now
Available now
Get in touch
Get in touch
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HOW AUSTRALIANS REALLY FEEL ABOUT PERSONAL FINANCE
What’s Pulling Customers In...
And What’s Pushing Them Away
Home loans. Credit cards. Superannuation.
Personal finance is just that – extremely personal.
But one thing unifies most Australians – regardless of income, age or life stage, they’re in a worse financial position than they were 12 months ago.
Stay on the pulse with the latest data and find out why some customers are leaning in to the personal finance conversation, while others lean out.
ESSENTIALS
PERSONAL FINANCE
FOOD
TRAVEL
HEALTH
PROPERTY
Australians in every demographic are feeling financial pressure but there’s a ‘great mindset divide’ between those who are leaning in and those who are leaning out from personal finance messaging.
There is a key opportunity for brands to guide better choices in this year of financial re-evaluation. The answer lies in helping customers build a higher Financial IQ. Customers with a higher Financial IQ are more likely to lean in.
Brands that understand these key mindsets and use the right information, on the right topics, at the right time to build Financial IQ will become more magnetic to both sides of the mindset divide, whether marketing credit cards, home loans or any personal finance products.
Australia's palate for premium food choices accelerated during the pandemic. With an abundance of time, savings and an appetite for novelty, we grew a deeper appreciation for the finer things in life. Now, as cost-of-living pressures continue to increase, we're collectively being forced to rationalise our spending on food and make trade-offs in how we feed ourselves and our loved ones in all facets of life – from school lunch-boxes to weekend long-lunches.
Food D_Stilled will explore how many Australians are navigating their new found appreciation for food, what they define as premium and how this is helping them to prioritise and rationalise their purchasing decisions. Check out the next edition in the D_Stilled Series to learn the key themes or triggers that marketers can focus on to help grow the appeal of their products within the new food landscape of 2023.
AVAILABLE NOW
LET US DEEP DIVE THIS FOR YOUR BRAND
We know the benefits that come with getting the right people in the room at the right time. Newsamp Access Sessions have been designed to do exactly that, giving you access to News Corp’s experts to act as an extension of your core team. Let us help you deep dive this for your brand.
Access sessions are designed to be immersive and collaborative, tailored to your business and its unique challenges.
Speak to your News Corp Sales representative now.
A NOTE ABOUT RELEVANT ADVERTISING: We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites. This is also known as Online Behavioural Advertising. You can find out more about our policy and your choices, including how to opt-out here: https://preferences.news.com.au/preferences
There is a key opportunity for brands to guide better choices in this year of financial re-evaluation. The answer lies in helping customers build a higher Financial IQ. Customers with a higher Financial IQ are more likely to lean in.