Ciel Graham.
Four out of five Australians are open to switching consumer and household service providers even when they are not actively looking to change, according to research released today.
The study, Reframe: Switching, conducted by The Growth Distillery in collaboration with The Research Agency, found 78% of Australians are to better options across banking, superannuation, insurance and utilities.
"We have increasingly seen and heard Australians are more open than ever to switching, and it's not because they're actively looking, but because they're always listening," said Ciel Graham, research director at The Growth Distillery.
The research found 70% of Australians actively seek deals, 60% feel controlled by consumer and household service providers and 80% are tired of empty trust claims.
Graham said brands need to engage more meaningfully and earlier, well before consumers show any intention to switch.
The study reveals a fundamental challenge for brands: consumers want brands they can trust but trust requires time and experience that doesn't exist yet. This creates an opportunity for brands who understand that reputation is the essential shortcut to establishing trust.
The Growth Distillery is a think-tank powered by News Corp Australia.
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