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‘Personal space, the next frontier’ Week 7: how we are recognizing the value of space as well as time
How limits to our freedom Have made us value our personal space.
84 %
‘Staying
isolated as
much as
possible or
only going
out when
necessary’
When it comes to social distancing, how are you currently behaving? Base n=448
Interestingly whilst restrictions
have eased many of us thought
they should stay in place, at
least for now
41% think the social distancing
guidelines should stay in place
28% think they should be
relaxed soon
are worried we’ll
31% relax them too soon
And how do you feel regarding the social distancing guidelines? Base n=448
And while 2 months in
isolation has created irritation
and frustrations
39% 38%
Becoming Finding small
frustrated by others things irritating
(vs 16 less) (vs 15% less)
Thinking about your isolation life at the moment - do you feel you are doing the following more/less/same? If you’re not doing these things, please select not relevant
Base n=448
It has also greater generated
more self-reflection and helpfulness
31% 31%
MORE MORE
turning inwards guiding others
to self-reflect on how to be OK
(vs 11 %les) (vs 9% less)
Thinking about your isolation life at the moment - do you feel you are doing the following more/less/same? If you’re not doing these things, please select not relevant
Base n=448
Which has in turn led
to increased wellbeing
24% 24% 27%
LESS LESS MORE
seeking affirmation judging others accepting of
from other on how (vs 19% more) my situation
I am going (vs 8% less)
(vs 12 % more)
Thinking about your isolation life at the moment - do you feel you are doing the following more/less/same? If you’re not doing these things, please select not relevant
Base n=448
Who or what is driving you crazy this week?
Kids 11
Isolation boredom 9
Scott Morrison/ Government 7
Whilst the top issues
People not social distancing 7
driving people crazy
Poor COVID-19 practice/ hygiene 7
right now are the
Uncertainity about relaxed lockdown 7
immediate kids/stuck People not following Government rules 6
inside and Scott Working from home/ Work hours/… 5
Morrison… News/ Media 5
Partners/ Loved ones 5
… it is society’s poor Lack of socialising/ F2F contact 4
behaviour regarding Nothing/ Everything is good 4
Covid-19 that is actually Homeschooling 4
the largest issue. Pets 3
Shopping/ Retail issues 3
Other 40
Who or what is driving you crazy this week? Base n = 447
‘Crowds’ are seen by many as a bad thing
Isolation protesters. They have no sense I am finding people are not abiding by
of community responsibility” the social distancing rule and when I
am trying to do my best to keep myself
Crowds swarming back into shopping and others safe seeing others not
centres and open spaces are driving following the rules and risking others is a
me crazy. Give them a cm and they are grave concern.”
taking kilometres!
People who do not move aside when
People relaxing social distancing in retail outside walking. They take up the whole
centres keep your distance people! footpath and I am forced to walk on
the road to keep my distance.
'The increasing number of people on
the trains which seem to not appreciate 'The crowds - the amount of people in
social distancing and sit right next to shopping centres this weekend was
you on a two seater ... ridiculous!
Who or what is driving you crazy this week? Base n = 447Has the hand-shake and air kiss greeting died? With people’s desire to see social distance maintained and the ‘cues’ having changed we may never return to handshakes and air kisses. How far will the changes progress as we continue to self-reflect more? Will people tolerate crowds less? The very idea of crowded supermarkets and shopping centers becomes an anathema?
How limits to our
freedom
Have made us value our personal space.
• Most people didn’t want social distance restrictions
ended when they did
• Isolation was frustrating and irritable but also made us
more reflexive and increased wellbeing
• Social distancing may result in new social norms and
habits: the death of the handshake or at least the
decline of the ‘crowd’.The end of the sharing economy?
Our sense of Home body 44
58
71
self has shifted
Family oriented
63
Thinker 45
56
Relaxer 34
48
30
+27%
Creative minded
35
Homebody Caregiver 26
31
Lifelong learner 26
27
Exerciser 24
26
Planet/ environmental focused 14
+14%
20
Thinker Spiritual 11
17
Politically engaged 9
16
Team player 24
16
Career minded 16
14
+12% Relaxer Experience seeker
Socialiser
10
9
17
34
Early adopter 11
8
8
+8%
Entrepreneurial Pre COVID-19
7
Politically engaged Traveller
5
34
Right now
Adventurer 16
5
Thinking about yourself; who you are, please pick five words from this list that sum up the person you were pre/are now/post COVID-19? Base n =
44858
Family oriented 63
57
45
Thinker 56
39
But people think the Traveller 5
34
37
will most return to
24
Exerciser 26
34
34
Relaxer 48
how they were
32
44
Home body 71
32
30
Creative minded 35
31
34
Socialiser 9
29
Exerciser
+10%
26
Lifelong learner 27
29
26
Caregiver 31
26
17
Experience seeker 10
20
16
Adventurer 5
-12%
19
Homebody
14
Planet/ environmental focused 20
17
16
Career minded 14
17
24
Team player 16
17
11
Spiritual
-7%
17
15
Team Player Entrepreneurial
8
7
12 Pre COVID-19
9
Politically engaged 16
10 Right now
11
Early adopter 8 Likely to be in the future
6
Thinking about yourself; who you are, please pick five words from this list that sum up the person you were pre/are now/post COVID-19? Base n =
44858
Family oriented 63
57
However they
56
34
Traveller 5
37
45
would like to ‘fit
24
Exerciser 26
34
38
30
Creative minded 35
adventurers’!
31
35
45
Thinker 56
39
34
34
Socialiser 9
29
31
+14%
34
Relaxer 48
Exerciser 26
27
29
32
Lifelong learner 29
28
16
Adventurer 5
19
26
17
Experience seeker 10
+11%
20
23
Traveller Caregiver
20
26
26
31
14
Planet/ environmental focused 20
17
18
44
Home body 71
32
18
11
17
+10%
Spiritual 15
17
Adventurer Entrepreneurial
8
7
12
16
16
Career minded 14
17 Pre COVID-19
15
24
Team player 16
+8%
17 Right now
14
Entrepreneurial Politically engaged
9
8
10
16 Likely to be in the future
11
Early adopter 8 Would like to be in the future
6
6
Thinking about yourself; who you are, please pick five words from this list that sum up the person you were pre/are now/post COVID-19? Base n =
448Categories
that will be more Education and continuing professional development 42% ↑
relevant to me Superannuation 32% ↑
Streaming TV services 32% ↑
Mostly long term
investments (education, Financial investment 32% ↑
superannuation, News 31% ↑
investments, property or
Online events and live streams , etc. 28% ↑
…short term live
Property 28% ↑
entertainment (TV
streaming, news, live Government 27% ↑
streams, live
entertainment (not sport) Live entertainment (not sport) 25%
Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448‘More
EDUCATION NEWS/Media
I do feel that it is important to have ABC news it is the only one I have been
companies that assist in career progression watching since COVID9 - the
or a way to come back to a career with commercial news stations give me
some help - mentally physically financially anxiety
I have already started possible SUPERANNUATION
remote/online learning courses that allow I will be paying closer attention to how
me to progress even while lockdowns my superannuation has been impacted
remain in place and how I can continue improving my
situation in the future.
Mba or a different career to find something
that I love more. ONLINE EVENTS/LIVE STREAM
Been really enjoying the increase in the
'Ted talks as it's good to get others number and accessibility of online-
perspectives based events as well as live streams of
entertainment
Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448Categories Sport equipment (including clothing) 19%
that will be less Homewares (e.g. decorations, sheets, etc.) 19%
relevant to me Banks 10%
Home furniture 19%
We think we will want
less of clothing that is Established hotels 25%
obviously wasteful, or Ride share (e.g. Uber) 26%
indulgent and
anything that is Resorts and theme parks 28%
shared
High quality clothing 30%
Home share accommodation (e.g. AirBnB ) 35%
Fast fashion 42%
Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448Why less relevant categories?
FAST FASHION/CLOTHING HOMEWARES
Not a brand but just the thought about 'Since I’m home more I like to have nice
where your money is going things around recently we bought
heaps of plants from Bunnings
'I love op shopping trying to find known
brands with better quality. If I'm looking RESORTS & THEME PARKS
for something specific of high quality I We will aim to stay at more local spots
will purchase from Tommy Jeans or and travel less for a while
Calvin Klein etc.
Kid friendly (places) that pride
'Locally made clothes not the absolute themselves on cleaning
garbage imported by foreign multi
nationals like H&M Uniqlo etc. I will RIDESHARE
happily pay extra for high quality What to know that I am safe to touch
Australian made and Australian owner and come in contact with the service
clothing companies - do they exist?! without transfer of germs etc.
Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448Is this the end of the shared economy? The share economy monetised the ‘wasted’ utility of material possessions. Can the shared economy pivot in the face of fear of sharing?
The end of the share economy? • We became thinking, relaxing homebodies but ultimately want to become ‘fit adventurers’ • Long term resilience and capacity building is going to more important (education, super etc..) • But we want less of the wasteful, indulgent or shared products and services
Online Events and Live Streams Here to stay
39% Have attended an online event or live stream since COVID-19, averaging 5 online events for those who have attended an event
Online classes/tutorials/training 29%
Facetime/Video Catchup
Music Festival streamed/Arts/Ballet Streamed 17%
19% Of those that are
Webinars/Online Events 11% attending online events
Religious/spiritual events
Online exercises/Gym 5%
8%
and live streams:
Livestream game (Twitch etc.) 5%
Pandemic/Hygiene/Medical 3% 1 in 3 have attended an online
Livestreams entertainment 3% class or tutorial
Streaming Baking/Cooking 3%
Influencers/bloggers/Celebrities 3%
1 in 5 have attended music/art
Online shopping 3%
or ballet
University 2%
Been really enjoying the increase in the
Trivia 2%
number and accessibility of online-based
News/media 2% events (e.g. webinars for professional
Live comedy 1% learning/ development) as well as live
Virtual F1 1% streams of entertainment (e.g. music
Live Zoos/Animal shows 0% festivals, live DJ sets).
Adela, NSW 23
Online Theatre 0%
“Can you tell us a bit about a specific example of a live stream / online event / masterclass you attended that
you found worthwhile or enjoyed and why?” (n=177)… and Zoom is by far Zoom 45%
the most popular Facebook
Youtube
18%
14%
platform being used for Instagram 10%
online events and Twitch
Microsoft Teams 6%
6%
livestreams, followed Skype 4%
by Facebook. Google Meet
Webex
3%
2%
Direct Stream link 2%
It was an online trivia Online 1%
competition held via Zoom. Dep. of Education 1%
I enjoying trivia & trivia Netflix 1%
events, and this allowed me Masterclass 1%
to continue that aspect of Amazon Chime 1%
my life during this time. Vimeo 1%
Roger, NSW, 38 Linked Learning 1%
'What platform was this event hosted on?” (n=177)The Wiggles are continually doing Online live cooking class. It was intimate online streams to entertain the kids and fun to meet new people during this which I find really great! isolation time doing something I love! – Kayla, QLD, 29 – Dharmica, NSW, 34
Piano bar, for entertainment on Online dance party, with my friends
weekends. & a couple of cocktails. Song
– Adam, VIC, 39 requests could be taken in the chat
& we all danced on the screen
pretending we’re on a night out!
– Amy, NSW, 30One of online events I watched was Ballet Australia’s online performance of Romeo and Juliet, it was just wonderful, I have missed being able to go to see it live, I also watched their online performance of Cinderella, the live ballet performances are special as I share them with my granddaughter, we had to be content with watching them online at the same time from our respective houses and FaceTiming after to talk about the performance – Karen, VIC, 61
People are tuning in:
To everyone from health influencers to beauty brands.
PE with Joe - it's exercise to I joined a Makeup Masterclass
encourage kids to get moving and with a MUA and I enjoyed it so
it's fun!” Manda, NSW 53 much, I learnt a few handy
tricks about makeup and
made some sweet friends!”
Annastasia, SA 22Whether you’re a brand or an influencer, it pays
off to connect with your followers by leveraging
the “live” feature on Instagram
Good Food
and Wine,
Unico Zelo,
Diageo, they
were all
helpful to my
wine and
food
addictions
haha
Marni, QLD 40The future of online
events and live streams: 28% ↑
More Relevant
85%
56%
say that online events The Same
and live streams will
either be as relevant or
more relevant post
COVID-19 15% Less Relevant
“Will these categories be more relevant or less relevant to you post - COVID-19” – Online Events / Live Streams etc. (n=448)Live experiences are here to stay • We’ve comfortably moved online for a variety of experiences • Brands have an amazing opportunity to embrace this shift for direct engagement to an engaged audience • We are seeing the future as combining real world and live experiences
In conclusion 1. Restrictions have eased but many of us weren’t comfortable with the ease and continue to be uneasy about ‘crowds’ 2. We want more of the categories that build long term resilience, less discretionary spend and less shared stuff 3. But if the ‘share economy’ is in trouble the on-line live shared experiences are here to stay 4. There is a huge opportunity now for brands to align with people’s aspirations to be ‘fit and healthy adventurers’ or build long term resilience and communicate using more direct engagement
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