Cath Brands.
By Cath Brands, Chief Marketing Officer, Flintfox (and Cairns resident)
Australia’s population growth has traditionally focused on urban centres like Sydney, Melbourne, and Brisbane. But recent shifts are rewriting the script. As the Queensland election results recently showed, regional areas now hold significant sway, with smaller towns influencing outcomes and shaping the nation’s direction. These shifts aren’t just political—they signal deeper changes in how regional Australia is rising in importance, both economically and culturally.
“Population: Unexpected” isn’t just about surprising shifts in where people live—it’s about how regional Australia is quietly taking centre stage and becoming impossible to ignore. Brands that underestimate smaller towns are like betting against a Darwin summer—sooner or later, you’ll feel the heat.
The rise of regional influence
Regional Australia is no longer just a postcard of cattle stations and country pubs. The days of seeing these areas as quiet and disconnected are over. More and more Australians are leaving the cities in favour of space, affordability, and a lifestyle upgrade. Small towns are thriving, and this isn’t a passing trend—it’s part of a broader move toward decentralisation that’s reshaping the country.
I grew up in a Boomtown in New Zealand, and as soon as I was old enough, I left. Like Cher, I was a small-town girl with a big-city attitude. Years later, after globe-trotting, working for some of the world’s biggest companies, and living in major cities across the US, UK, and Europe, I was offered the chance to be Chief Marketing Officer for a global pricing software company—with the flexibility to work from anywhere. My family and I chose to relocate from Seattle, Washington, to Cairns, Queensland.
With a young family, both of us working in corporate jobs, we craved the support of extended family and a lifestyle that mirrored the values we had both grown up with. Raising our kids with the same small-town lifestyle I was once so eager to leave behind felt incredibly appealing after years immersed in fast-paced American culture.
One of my biggest reservations about moving back to a smaller community was finding like-minded people—career-driven, well-travelled, up for a margarita or two, at the same time keen to engage in the school community. But I was pleasantly surprised. Just as I was inspired by my colleagues at Amazon and Microsoft, the people I’ve met in Boomtown Australia are equally impressive, if not more so. They work hard, are brilliant at what they do, and maintain a healthy work-life balance, prioritising life over job titles or earnings. These are good, down-to-earth people who enjoy the finer things without taking themselves too seriously.
But my experience isn’t unique and mirrors a larger movement—Australians across the country (and those relocating home from overseas) are embracing the benefits of regional living, transforming these towns into thriving, influential centres.
This shift is having real impact across Australia:
- Economic growth: Local industries like tourism, construction, agriculture, and manufacturing are booming, fuelling growth in regional areas.
- Consumer power: Regional Australians are highly engaged online and expect the same level of service and convenience as their city counterparts—making them a powerful consumer force.
- Political and cultural influence: With regional voters playing key roles in recent elections, it’s clear that smaller towns are making their mark on the national agenda.
Why regional audiences matter more than ever
Regional Australians aren’t just spectators in the game of brands and businesses; they’re driving trends, shaping policies, and spending in ways that demand attention. Here’s why regional audiences are more valuable than you might expect:
- Loyalty runs deep: When a regional town loves you, they’re in it for the long haul—think of it as the retail equivalent of a small-town mechanic. Once you’re in, you’re family. In Boomtown, I’ve seen firsthand how word-of-mouth can be more powerful than any ad campaign. When locals trust you, they’re loyal for life. This loyalty makes regional audiences not only valuable but irreplaceable for brands looking to build lasting relationships.
- Word-of-mouth power: In small towns, news travels fast, and a good reputation spreads like wildfire. One bad move? You’ll be talked about more than the latest croc sighting at the local swimming hole.
In a small suburb of Cairns, we’re lucky to have a gin distillery, a pizza restaurant, and a cocktail bar all within close walking distance. Together, they’ve created a local network: the pizza shop delivers to both the bar and the distillery (free of charge), making them the go-to spot for a night out. In fact, it’s now almost impossible to get a table at any of these three places on a Friday or Saturday night—such is the power of word-of-mouth.
- Digital engagement: Regional residents are more connected than ever, using online platforms to shop, learn, and connect. They’re driving digital demand from the bush and the beach, no longer waiting for their next city trip.
- Untapped market opportunity: Many industries still under-serve regional areas, leaving room for savvy businesses to step in and thrive.
From overlooked to opportunity: engaging regional Australia
Regional Australia represents vibrant, thriving markets rich with potential for businesses bold enough to engage. To unlock the potential of regional audiences, brands need to engage authentically and intentionally. Here’s how:
- Tailor your message: Forget cookie-cutter campaigns; what resonates in Wagga Wagga might not hit the mark in Toowoomba. Customised messaging for each region shows you’re paying attention.
- Get involved in the community: Sponsoring local events or supporting grassroots organisations builds trust and long-term relationships. Think beyond billboards—be at the sausage sizzle.
Since moving to Cairns, I’ve realised how much community shapes brand loyalty here. When my daughter and her friends started a scrunchie business to raise money for a local children’s charity, we needed some stickers printed. I reached out to a few local printers, and one responded, offering to print the stickers for free to support the kids’ efforts. In smaller towns, it’s not just about being visible—it’s about genuinely participating and understanding the community. And now, guess where I go for all my business printing needs?
- Spot the gaps: With fewer services than in metro areas, regional audiences appreciate businesses that fill gaps and solve real problems, whether it’s faster delivery or free shipping.
- Authenticity matters: To connect, leave the corporate jargon behind. Regional Australians appreciate straight-talking brands with real solutions and a sense of humour.
Expect the unexpected
Australia’s shifting population is setting the stage for a new era, with regional towns stepping into the spotlight—driving growth, shaping culture, and influencing national conversations. It’s not just Boomers in boomtowns; it’s everyone discovering the appeal of life beyond the city limits.
For businesses and organisations, the opportunity is huge. Embrace this shift, and you’re not just expanding your reach—you’re building real connections in communities ready to thrive. So, in the famous words of Lara Bingle, “Where the bloody hell are ya?” Now’s the time to get involved and become part of the story that’s reshaping Australia from the ground up.