(A column of insights into behaviour and how Australians see themselves)
In Australia and beyond, confusion, distrust and fear are on the rise. But for switched-on brands and organisations, with uncertainty comes opportunity.
No doubt about it, these are uncertain times. For the past two years global challenges such as war, political instability, cost of living rises, inflation – not to mention a worldwide pandemic – have left many of us feeling disconnected and at sea.
In Australia, it’s no different. In fact, according to the World Uncertainty Index, Australia has higher reported levels of uncertainty than many other OECD countries.The effects on both our economy and our wellbeing are obvious – and we’ll only truly see the fuller extent of the longer-term impact in years to come.
Feelings of uncertainty are even more prevalent in people with a progressive approach to life, as evidenced in TRA’s latest study on MindSets, which categorised Australians into 10 categories based on their shared beliefs and outlooks. According to MindSets, 35% of Australians (those that have a progressive approach) are likely to be experiencing even higher levels of uncertainty than their peers.
However, despite a societal sense of helplessness and extra caution, there’s actually plenty brands and organisations can do to not only survive – but thrive – in times like these.
Get the basics right
In challenging times it’s more important than ever to get the basics right.
The pandemic and its ongoing fallout may be a relatively new phenomena, but we’re not strangers in dealing with uncertain times. There are various tried-and-true methods to turn customer’s fight, flight or freeze responses – heightened by uncertainty – into feelings of comfort, confidence and control.
Transparency and consistency are two key ways to restore and build customer trust.Practice both in your business models and messaging by being open and honest about your products, being consistent in your packaging and advertising, and thinking carefully about the entire CX journey from start to finish is key.
Additionally, set clear expectations – and meet them. Consumers don’t expect perfection, but they do expect honesty – especially when the world around them seems to be tilted on its axis.
Finally, utilise the power of social proof through ratings, reviews, endorsements, testimonials, and statistics. ‘Safety in numbers’ is a real thing – and it’s all the more powerful when things feel unsafe or unsure.
Share your brand’s vision
The pandemic elevated levels of anxiety and stress – and clever brands created a sense of security through looking to the past, using moments of nostalgia that harked back to better times.
Qantas did this exceptionally well with its new version of a decades-old campaign, featuring a contemporary arrangement of Peter Allen’s anthem I Still Call Australia Home. More than 35 years after the original, Qantas’ 2022 version delivered a gut-punch to those Australians separated from loved ones far from home, prompting us to think back to life in a simpler time, playing on feelings of belonging, patriotism, and nostalgia.
Looking back was important to get us through. Now, it’s time to evolve and move forward: replace gazing into the past with a defiant vision of the future – and brands need to share this vision with customers.
One example of sharing vision comes from another airline –Virgin Australia – who recently launched its new Bring On Wonderful campaign. In it, they outline a vision to deliver a ‘wonderful’ experience for their airline passengers, with everything from allowing families to pool air points to the introduction of a ‘middle seat lottery’. It’s a great move by the airline to show they are aspirational, innovative, and taking charge of delivering an exceptional service.
Other clever brands have reached beyond their product or service and talk openly about their role as a business leader in areas like sustainability or workplace wellbeing.
Global consumer goods company Unilever has done just that: talking openly about their role transforming the future of work, debuting their four-day working week and confidently sharing their vision with the public.
This is in-line with a clear shift in public expectations for brands. Business and organisations are now seen as employers and trendsetters and purpose-driven brands are on the rise. Consumers expect brands to make an impact for the greater good – and to share how they’re achieving goals.
For marketers looking for a way to position their brand as a safe choice in an uncertain market, aligning your brand with purpose and vision is a great option. After all, getting people looking ahead and feeling excited and hopeful for the future is a fantastic way to combat uncertainty.
Grab the opportunity
Australian brands and organisations have the opportunity to make their mark in their minds of their customers now more than ever.
Get the fundamentals right, share your brand’s vision and bring your customers along for the journey. Brands and organisations that take these essential steps will set themselves up for the best possible chance at success in 2023 and beyond.
Terri Hall is Managing Partner, TRA Sydney
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