Targeting the new consumer: 5 key archetypes marketers need to know
At its recent upfronts, Urban List unveiled research around the new Australian consumer. Read on to see how the events of 2020 have shaped how Australians think and feel, and how marketers should be using this data to engage with them.
Spend 30 seconds swiping through Instagram, and you’ll get a glimpse of just how disparate life in Australia is right now.
Queenslanders are heading out en masse, gearing up to host 30,000 people at the AFL Grand Final; while Victorians have hopes and dreams crushed, unable to leave their suburb. Meanwhile, Sydney is lapping up the good weather, hitting the beach in droves, and keeping the hospitality sector alive. WA is running their own race — COVID-free but still closed off to every other state.
And just as each location has its own set of rules and norms, a new set of psychographic segments has emerged — charting our population into one of five consumer archetypes that are changing the game for brands and marketers seeking to connect.
Click to enlarge: The key Australian consumer segments identified by Urban List
Urban List is the daily habit of the culturally curious, inspiring 3M+ Australians and New Zealanders to do more of what they love, to live their best life. Since 2011, the company has grown to become one of the Southern Hemisphere’s most influential media brands.
