Australians are currently are feeling the rise in the cost of living, value experiences over possessions and are prioritising their health and well-being.
Findings from oOh!media’s study ‘How Aussies Move’ provides insights into how changes to work and personal lives have impacted how Australians move post-COVID.
The study, conducted by Pollinate Research and commissioned by oOh!, explored the attitudes, behaviours and mindsets of Australians and how these factors have influenced how and what they do each day when they leave their homes.
The results revealed that respondents now prioritise themselves, family, and friends with 71% saying they work to live.
Neil Ackland, chief content, marketing and creative officer at oOh!, said: “Surprisingly, while there is a focus on saving money, the top one-third of responses show Australians are prioritising mainly health and the well-being of themselves and those around us.
“We’ve shifted into a mindset of valuing experiences over possessions and needs over wants. Cost of living pressures are very real, with 80% of respondents concerned about the rising cost of living.
"However, our desire to spend more time outdoors with family and friends has increased, with 58% acknowledging being out and about in public spaces results in a more positive mindset.”
Increased flexibility in work arrangements has impacted the newfound mindset. According to the study, 93% of respondents reported having more time to do what they want compared to pre-pandemic, this comes despite the fact most of us are still working a five-day week and more than half of us, 54%, do not have the ability to work remotely.
The study found on average Australians are working 1.4 days a week from home, reclaiming the weekend once reserved for FADMIN (family administration), as a time to connect, through exercise, social and cultural activities which is leading to an increase in time spent in Out of Home environments.
Ackland said: “The report shows we have an appreciation for quality of life, we are enjoying being out and connecting with others. And while we have concerns, mostly relating to finances we’re trying to live positively.
"Our new mindset is motivating us to make plans again, with the study finding two in three Australians have plans to travel for leisure in the next six months, with almost half citing they will travel within their own state and, a third interstate. This shows a strong desire to stay local and discover our own backyard.
“How Aussies Move is an extensive research project that will shape our understanding of audiences for years to come. For advertisers and agencies, it offers the inside track on the changing nature of consumer and audience behaviour that will drive further return on their marketing investment.”
oOh!, in conjunction with Pollinate, engaged individuals in the fields of consumer psychology, human geography, the future of work and infrastructure planning, conducted interviews with commuters and travellers and carried out a nationally representative sample of 2,000 Australians to understand the changes in audience behaviour and what it means for brands.
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