Mass consumerism is at risk of extinction to be replaced by a more frugal life, according to research by Havas.
The Havas 2023 Prosumer Report, a survey conducted by Market Probe of 12,929 people ages 18+ in 30 in more than 30 markets including Australia, shows consumer patterns to be changing in Australian society.
“With the increasing cost of living, looming recessions, and deflating global resources, frugal living is becoming desirable for more Australians," says Olly Taylor, chief strategy officer, Havas Creative Group Australia.
"The Havas 2023 Prosumer report shows us that whilst consumers do see a more frugal future as a joyful one, they are conflicted about toning down their own consumption.
"Brands that lead the way in making frugality desirable could ironically reap the reward.”
The report explores a shift in what’s needed; and what Australians are willing to do, to adapt a more frugal lifestyle in a world built around overconsumption.
Prosumers are consumers who are doing today what the mainstream will adopt in the future. They are forward thinkers, with the influence and economic impact to shift brand choice and the consumption behaviours of others.
Two thirds of prosumer Australians agree they could be happy in a more frugal and less excessive world, with 67% deriving happiness from "a satisfaction with simple things in life".
Whether this comes from a deeper connection to our natural world, an emphasis on community, more time with family or prioritising leisure over work.
Australia is one of the top countries around the globe to believe the strongest appeals of frugal living are working less and spending more time with family (63%), a life closer to nature (66%), and a life where we are more focused on others (52%).
For Australia particularly, the undercurrent of sacrifice has been prevalent through the COVID years with the nation giving up more in terms of freedoms than many others.
While we remain overwhelmingly aligned that happiness and frugality can co-exist, a heightened tension for what this means for our independence lingers.
Australians are aware of what needs to change in our society but 39% believe frugality imposes too many restrictions on their comfort, freedom to travel and consumption.
For Australians frugality motivations sit firmly with mother earth, with 71% changing their ways to benefit the planet. But consumers are reluctant to personally foot the bill.
Even though 78% of Aussies say we need radical action to combat climate change, Australia is less likely to want to pay more taxes to finance the ecological transition (27%), compared to other nations (38%).
Who should be financially responsible? 75% of Australian prosumers believe the companies making the most profit should be the first ones paying for the ecological transition.
The past couple of decades have seen the birth of online influencers, many of whom celebrate excess, wealth, and privilege. Now, we’re seeing a countertrend with the rise of anti-consumption influencers.
TikTok’s #deinfluencing tag spotlights overhyped products that fail to deliver, while YouTube has an “anti-hauls” section that showcases products people are refusing to buy, sometimes because of their eco-impact.
Who are Australian’s following? Those who are spending, buying and doing less. 77% of Aussie prosumers admire those who have made the transition to a more frugal lifestyle.
Eight out of ten (80%) of Australian prosumers believe it’s up to brands and companies to make a frugal future more desirable.
For the brands that continue to stick their head in the sand, 64% of Australians are more likely to boycott products or companies that do not act for the climate, above the global average, while 41% of Aussie prosumers want to ban black Friday advertising to help a transition into a more desirable, frugal world.
What can brands do? More than eight out of ten (82%) of Australian prosumers are more willing to make effort if they can measure the impact of their actions, suggesting social and personal currency in frugality – making it more important for brands/companies to contribute to this education where they can.
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