We round up only the most interesting happenings; cultural trends, ad wins and fails and media stuff like radio ratings. It’s a collection curated by our most curious minds and shared in one email, so you don’t have to go through your other 20.
Sign Up View the previous issue: 26 April 2024Almost one-third of Australians are born overseas following record migration in the year to June 2023. During that time, Australia drew in an additional 500,000 residents from overseas, taking the total to 8.2 million out of the 26.6 million in the country. The data from the ABS shows that the foreign population is the highest it has been since 1893. The Indian-born population has grown the most, increasing by more than 90,000, to 846,000 in June last year. People from England remain the largest source of overseas-born residents at 962,000. China is the third-largest (655,000). According to population experts, China’s immigration slowed during Covid Lockdowns, and was exacerbated by geopolitical tensions. Indian people have increasingly come to Australia as the relationship between the countries deepen and population growth in India surpasses its job prospects.
Researchers have explored how a brand’s perceived warmth influences customer reactions following product-related incidents. Data from the automotive and financial services categories coupled with controlled experiences found that warm brands; those perceived as down-to-earth, caring, trustworthy, friendly, and helpful – tend to receive more harm incident reports but mainly as feedback, rather than as complaints. The research suggests that a one percentage point increase in brand warmth correlates with a 27% rise in incident reports and a 4% increase in feedback over complaints. The research suggests that the effect is the result of consumers’ concern for a brand’s interest and the desire to help it. One theory of advertising suggests that people judge brands on competence and warmth, with warmth taking primacy over competence in the customer’s eyes.
The interesting bits from across the media landscape in the L7D...
Six years after Cosmopolitan magazine was given the axe, a printed magazine under the famous title will return in Spring. The title has been taken over by KK Press in collaboration with Hearst Magazines International. The plan is to produce six print editions each year, with digital formats alongside. According to the editor-in-chief, Katarina Koslakova, the printed version will be appealing to Millenials and Gen Z who are chasing longer form content, a tactile experience, and a break from being constantly connected. Koslakova’s vision for the new Cosmopolitan is to uplift, empower, and champion women, with content spanning style, beauty, relationships, technology, careers and financial advice.
Hybrid vehicles have outsold electric vehicles according to the Australian Automobile Association’s quarterly EV index. The data also showed declining sales of conventional cars whose market share has dropped to below 80% of the car market for the first time. Commentary around the data shows that people want to drive lower-cost, lower-emitting cars but don’t think they’re ready for the full EV experience. The lack of recharging infrastructure and the premium prices amongst the cost of living crisis are thought to be a barrier for consumers wanting to make the change to EVs. Hybrid technology is seen as a stepping stone while consumers wait for preferred vehicle types to become available, and hopefully cheaper!
A spotlight on advertisers doing interesting creative things...