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The times they are a changin’ Week 6:
We are at the crossroads We want to go forward, not back.
‘In some
ways would like
the lockdown
to last longer’
50% Strongly agree
+ agree
Do you agree or disagree that: In some ways I would like the lockdown to last longer Base n=205
It’s not fear of Covid-19 keeping us at home
80
70
60
50
40
30
20
10
0
NET Hopeful NET Not fearful
Where would you say you are right now on the scale below from 'Not hopeful at all' to 'Very hopeful indeed’?, Where would you say you are right now on the scale
below from ‘Extremely fearful’ to ’Not fearful at all’? Base n = 779-402
And we appreciate less work travel time
and more flexibility
33% 29% 24% 24%
Quicker to Not needing Greater The ability to
get to work to travel to & flexibility in do home stuff
from work how I work during work
Since COVID-19 a lot has changed about the way we work, please tell us what are the three things you are appreciating more about the way you're working now?
Base n = 241
But the things we miss are
33% 36%
Going to a The
place outside effortlessness of
of my home face to face
Since COVID-19 a lot has changed about the way we're working, please tell us what are the three things you are missing from the way work used to be? Base n = 241
And the importance
of the “3rd space”
32%
Clear separation
of work & home life
Since COVID-19 a lot has changed about the way we're working, please tell us what are the three things you are missing from the way work used to be? Base n = 241
We want the security Job Security 23
Future in industry/change of pace 16
of work but want Changing work practices 10
work to change Grateful for work
Value of Work 8
9
Work from home more 7
Certainly job Work-Life Balance 6
security to a Harder to find work
Essential Worker 5
5
degree but I enjoy Work has remained the same 4
working Financial Security 4
Future pandemics 3
independently of Economy 3
the office as I get Time to retire 2
Difficulty working from home 2
more done with Being paid 2
less stress”. Stood down/Let go 1
Reflecting on life 1
Hygiene 1
Get back to it 1
What has COVID-19 made you think about your work in the future? Base n=402
The desire for change is
higher amongst 18-24s
33% Considering their future in work/
change of pace (vs. 16%)
33% Relishing the chance to find new
and different ways of doing things
at work (vs. 20%)
32% Salary increased (vs. 9%)
What has COVID-19 made you think about your work in the future? Base n=402The future of work…
Flexibility Socialisation
That there is no reason why they That many people are really reliant
have to be so inflexible with work on work for social contacts and
arrangements” identity and that so many people
are not comfortable with
More than just profit themselves and the time they have
Job security is important. sick of to spend away from the norm”
working for profit driven company
willing to take advantage of staff.” Sustainable
I think work for the future for me will
Technology & Adaptation be more focused on the benefit of
How we can leverage technology our family. Using better practices
to remain collaborative I.e. virtual when it comes to sustainability and
design thinking sessions/workshops also taking more time for the
mental side of work”
What has COVID-19 made you think about your work in the future?We aren’t prepared to give up
More personal responsibility
and accountability 66% 34% Less personal responsibility
and accountability
More independence / less
structure but more responsibility 79% 21% Less independence / more
structure but less responsibility
Work more hours and
earn more salary 63% 37% Work fewer hours and
earn less salary
More flexibility in my work
but more reporting in 77% 23% Less level of flexibility in my
work and less reporting in
A tough one now! In this new future, would you rather Base n=241Time to re-think the ‘gig economy’ in the light of job insecurity It’s time to stop thinking about the gig economy as some novel idea, and to start addressing the reality that this is how millions of people in this country earn some or all of their livings”
We are at the crossroads We want to go forward, not back • Half of us agree that ‘In some ways we would like the lockdown to last longer’ • There is a tension between seeking job security and seeking job flexibility • It is time to re-imagine work, to accept the ‘gig’ economy and make it actually work for people
Pandemic Purchases Consumers are preparing for “home warfare”
1 in 2 people have bought a product or service specifically to improve their life or make their life a little better during COVID-19
Even as restrictions ease, we are arming ourselves for our at-home lives K-mart Broadway, 2 May 2020
Category dive:
Electronics, appliances
Electronics 16%
Appliance / White Good 12%
and products for the Home 11%
home are the leading
Health / Gym / Sport 10%
Food / Non-alcoholic beverage 9%
purchases, collectively Personal care 6%
representing –
Art Supplies / Craft 6%
Service 5%
39% Alcoholic beverage 3%
Beauty 2%
Gaming 2%
Education 1%
Fashion 1%
Music 1%
Bicycle / Scooter 1%
Q: Which category would you say best describes this purchase? (n=146) – All figures in %Product dive:
(top 15) Computer + Laptop + Related hardware
Arts & Craft 8
15
Computers and Gym + Exercise 6
laptops have been
Gardening 4
Coffee Machine + Coffee brewer + Coffee 4
the most popular Puzzles
Amazon Prime + Other Streaming Services
3
purchases, followed
3
Food kits 3
by arts and crafts Baking
Blender 2
3
Zoom + Similar Programs 2
Phone 2
Shoes 2
Groceries + Food 2
Ipad + Tablets 2
Q: What was the product or service? (n=146) – All figures in %The main reason To make me feel good 13%
people are buying To improve my health 12%
products is to make For entertainment purposes 11%
them ‘feel good’, to
For self-care purposes 10%
To increase my productivity 10%
‘improve their health’, To make my life easier 8%
or for ‘entertainment To provide me comfort
To make my familys life easier
7%
7%
purposes’ To provide a creative outlet 5%
To improve my cooking 5%
For DIY purposes (home improvements… 4%
To help me learn a new skill 2%
To broaden my mind 1%
Something else 5%
Q: Which of the following reasons best describes why you purchased this product? (n=146)But the motivations To make me feel good 19%
are different
5%
To improve my health 13%
10%
between genders: For entertainment purposes 8%
9%
15%
For self-care purposes 11%
To increase my productivity 7%
13%
To make my life easier 5%
11%
Females are driven by 3%
To provide me comfort
purchases that make 13%
them ‘feel good’ To make my familys life easier 5%
8%
To provide a creative outlet 7%
4%
To improve my cooking 6%
3%
Males are purchasing For DIY purposes (home improvements etc) 3%
4%
products for 2%
To help me learn a new skill
‘entertainment’ 2%
To broaden my mind 3%
0%
Something else 5% Female Male
5%
Q: Which of the following reasons best describes why you purchased this product? (n=146)Apple 5
59%
eBay 5
Officeworks 4
Amazon 4
of purchases made Hello Fresh 4
to improve consumers
Spotlight 3
Aliexpress 3
COVID-19 iso lives Harvey Norman 3
have been via Kmart
Rebel
2
2
e-commerce, with Nescafe 2
Apple and Ebay Catch of the day 2
leading online retailers.
The Good Guys 2
Telstra 2
Q: “What retailer did you
Magshop 2 buy this from?” (online
answers only). All figures %Preparing for home warfare
Improving our lives through purchasing
• Technology, appliances and anything for the home are the top purchases to improve
our lives in COVID times.
• The top motivations for purchasing are to ‘feel good’ and improve my health and
entertainment.
• 59% of purchases were made online and this is likely to signal a change in purchasing
behavior moving forward.The return we yearn what are we looking forward to?
People most look forward to socialising
70 %
Catching up
59 %
Visiting my
50 %
Sitting at
48 %
Going to
with friends parents/family the local coffee the movies
shops
Q: When we return to a more normal time, what are you looking forward to doing? Go on, be honestThe second thing people look
forward to is escape
35 %
Getting on
33 %
Escaping/
28 %
Going for
an airplane to camping/ drinks! Maybe
travel overseas going bush a dance
When we return to a more normal time, what are you looking forward to doing? Go on, be honest3rd thing people most look
forward to is looking good!
31 %
Going to my
27 %
Dressing up
26 %
Hitting the
18 %
Buying that
hairdresser/ to go out shopping mall new outfit/new
barber or high street clothes
When we return to a more normal time, what are you looking forward to doing? Go on, be honest18-24s are looking
forward to …
56% Buying new clothes/outfit
(vs. 18%)
79%
Going shopping/hitting the
high-street (vs. 26%)
16% Buying a luxury item (vs. 5%)A year from Restaurants/Cafes/Pubs/Events/Hospitality 17
now, people Delivery businesses 15
Travel industry 10
think on-line Video Meeting/Collaboration software 9
retail/delivery, Camping industry/Domestic travel 8
travel and the Online retail 7
hospitality Small Business/Australian Business 7
Online learning/Self Learning 6
industry will Health and Medical 5
take off. Adaptive businesses 5
Fitness/Gyms 5
IT/Telecommunications industry 4
Cleaning and Sanitation 4
Thinking forward to a year’s time – use
your imagination & tell us what
businesses you think will take off & why
DIY/Home Improvement Industry 3The return we yearn what comes next? • People are most looking forward to socialising and reconnecting post COVID 19. Forms of escape are second with spending/shopping the third highest activity desired. • Youth (18-24) are the highest on returning to shopping and spending which could provide an efficient way for the government stimulus reach the economy • Businesses predicted to benefit from our emergence from COVID 19 are restaurants/bars along with delivery/online retail and travel
In conclusion • Half of us want the lockdown to last longer • The GFC brought us the ‘gig economy’, now Covid-19 is forcing an evolution to a more purposeful, equitable, flexible and more sustainable work. • We have been arming our homes with products that makes us feel good • We will appreciate our café’s and restaurants more when they re-open and we have change our shopping behavior forever. • Times they certainly are a’changing’
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