While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
The rise in buy now, pay later services increased notably when the effects of the pandemic set in, bolstered by the flexibility and convenience of interest-free payment plan options—a dramatically different alternative to traditional credit cards.
To maximise campaign resonance, marketers need to understand the key drivers around the increased focus and willingness to master health-conscious lifestyles, which includes: healthier food choices, drinking less alcohol and increasing their physical activity.
As a result of being at home more, Australians are spending 16% more time on food and cooking websites than the equivalent period in 2019, spending over 298 hours, that’s over 12 days spent on these sites making this the top-ranked activity weekly by time in 20212.
As self-isolation and lockdowns have been playing out to flatten the novel coronavirus (COVID-19) curve, many Australians have used this as a time to seek inspiration for those much needed home improvements and gardening.
In the past year-and-a-half, we have witnessed dramatic shifts in consumer behavior and seen companies nimbly shift gears with varying levels of success.
Smart brands are embracing the progressive needs of Australian women and creating products that put the priorities and desires of women before that of society’s expectations.
Nielsen recently hosted and participated in the kick-off webinar of the LEAD (Leading Executives Advancing Diversity) Network’s Diversity & Inclusion Best Practice series with Unilever to explore the challenges women face and how they are communicating and engaging to create equality.
By 2028, women will own 75% of the discretionary spend, making them the world’s greatest influencers. But they're also shouldering more of the household burdens, feeling less financially secure and still are facing serious barriers when it comes to equality. It's time brands wise up to women.
Globally, women earn less than men and shoulder more of the household responsibilities. This can often leave them feeling like it's just not worth it. The good news is that companies and brands are starting to get it—and starting to understand that they can help.