Data sources: Quantum Market Research Australia Scan annual survey and Australia Now weekly survey (June 2023)
In a post-pandemic world, we’re all trying to “get back to normal” but as the 2023 year closes, this normal world is a turbulent one. Many of us in Australia are focused on our own finances and affordability of key purchases in the future.
What is influencing everyday Australians? Quantum Market Research believes these factors are having an impact on mood and sentiment:
- The cost of living: 62% of people surveyed said they wanted the Government to act on the cost of living. It was the top issue, ahead of the macro issues of climate change and public healthcare.
- Decreasing confidence in one’s financial future over the next 5 years: making everyday decisions about prioritising energy bills or groceries.
- 40% of people were concerned about their personal and household finances whereas 60% were confident – those who were most concerned were more likely to be females, aged 40-49 years, not in the workforce and renters. Those who were confident were more likely to be males, working full-time, home owners and/or business owners.
What does this mean for community engagement in 2024?
Encouragingly 88% of people have the belief that the government has an important role in business and in looking after people. They are still interested in how that happens and how government money is spent.
In our communications, we can emphasise the value of engagement in helping governments to make cost effective decisions and to spend ratepayers/taxpayers funds wisely.
Interest in the government’s management of environmental issues and climate change has increased steadily since 2014, a likely impact of increasing extreme weather events in Australia. Household recycling behaviour has radically changed in the last ten years. Engagement projects on these topics will attract a lot of interest.
Quantum Market Research believes it is seeing the “erosion of the middle of road thinking” where there is less consensus and more polarised views in the community.
50% of people now say it’s unrealistic to own their own home (particularly Millennials aged 18-34 years). As likely long-term renters, what will be their views on urban planning projects? Housing policy?
Key messages are — Make engagement efforts easy for people. Simplify and give people some control.