Faaez Samadi
Jul 31, 2019

90% of Australian youth want brands to stand for something

Amplify’s first Asia-Pacific Young Blood study also digs deep into young consumers’ attitudes toward fashion, technology, food and more.

90% of Australian youth want brands to stand for something

Nine in 10 Australian youth say they care about what a brand stands for, and 20% say brands can be more powerful than government in affecting positive change.

The findings and many others are part of brand-experience agency Amplify’s inaugural Young Blood: The New Australia research, in which it surveyed more than 2000 18- to 30-year-old Australians from across the socioeconomic and cultural spectrum.


When it comes to saving the planet, 34% of respondents said brands should be leading the way, and 40% want the brands they buy to reflect their values. However, for all the progressive attitudes displayed by Australian youth, the study found that consumerism is still king.


Regarding fashion and ethics, 59% of those surveyed don’t feel guilty about buying things they don’t need, and just 20% worry about the ethical implications of what they bought. In addition, a significant number of respondents said they don’t set much store by celebrities (79%) or social-media influencers (69%) endorsing products.


Krupali Cescau, Amplify’s brand director, said the study “is our chance to challenge the narrative—to look past the narrow behavioural research most brands ask of us and ask questions that really delve into the realities of growing up in Australia today.”

The global trend for localism is prevalent in Australian youth, with 42% saying they want to support local brands. However, more than half of respondents said trust was the key issue for brands to get their support, with honesty and transparency critical.

In other findings, 42% said they were worried about their financial security, and 70% believe their generation has to force environmental change.  

Source:
Campaign Asia

Related Articles

Just Published

18 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

19 hours ago

Agency Report Card 2024: Initiative

After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.

20 hours ago

Global CEO of WPP Media’s Nexus departs

Bidon has been global chief executive at Nexus since April 2022.

20 hours ago

Mark Read: 'People are happier when they’re in the ...

WPP’s chief executive spoke at SWSW and touched on hybrid working, the future of the workforce with AI and whether brands will return to X.