The Growth Distillery, in collaboration with The Research Agency, released a groundbreaking study that empowers marketers to unlock growth by prioritising the social issues that resonate most with Australians.

The Needs of the Nation study provides leaders with actionable steps to sharpen corporate social responsibility focus, enhance brand reputation and deliver greater impact:

1. Close the expectation gap by playing your role: Australians increasingly expect brands to take an active role in addressing societal issues that matter most to them, such as the cost of living, environmental sustainability, and community welfare. Brands that understand where consumers expect them to advocate, educate, inform, or would prefer them to remain silent, have the opportunity to build deeper trust and foster long-term loyalty.
2. Anchor to Australian beliefs: The nation’s identity is shaped by enduring beliefs that are unique to Australia such as the right to a fair go and a land of possibilities. These beliefs are seen as critical to our nation’s future and brands that align with and reinforce these values will resonate deeply.
3. Know who you are talking to: Instead of taking a one-size-fits-all approach, brands should consider the mindset of their audience, whether they are traditional or progressive, individualistic or collectivist, growth-minded or fixed. Tailoring messaging to reflect these diverse mindsets will create deeper resonance and strengthen connections.

The Growth Distillery Head of Audience Growth Sabrina Chan said: “Today’s consumers expect more from brands - they want to see real commitment to the big issues that are affecting them. When done authentically and with the consumer in mind, CSR efforts can be a powerful lever to help drive positive impact and sustainable growth that resonates far beyond the bottom line.”

The Research Agency Managing Partner Terri Hall said: “Through expert consultation, a significant national study of 6000 people and over 250 hours of extensive listening and immersion we identified clear guidance on the nuanced ways brands can show up for the many cohorts of people they serve. The scale of this work, and grounding in the psychology of Australians, is what sets it apart."

The Growth Distillery is an independent research think-tank, powered by News Corp Australia. To download Needs of the Nation, click here.