Australia Scan - Howards End.

Here’s an intersting snippet from the latest Australia Scan report. 

 

Having put Kevin in place, Australians are confident that he’ll tackle the big picture things that were concerning them like the environment, education and working hours (they hated Work Choices).

 

That means that they’re pretty happy to be able to focus more on the things that really matter to them:  their families, friends, home and the things they enjoy.

 

Economic confidence is up, but there are some clouds on the horizon which are just beginning to touch Australian’s consciousness.  The stock market is the first.  Inflation is bubbling up and there are more risks down the track that they don’t know about.

 

At the same time, the cynicism about business is rising, in no small part prompted by a rash of opportunistic ‘green’ claims

 

What this means for marketers and advertisers is that the cosy sunshine of now may not last and it is imperative to look very closely at their brand promise and the accuracy of their targetting.  The key for 2008 will be Brand Sincerity.

 

With the unsettled and somewhat hollow sense of the last years of the Howard Government behind them, Australians are looking forward to fresh, clever, new ideas to make a brighter future.

 

They’ll be more open to advice, tips and tricks from experts on everything from easy ‘green’ to easy makeovers, to easy car choices.  At the same time they’ll be valuing good old-fashioned home comforts and family support.

 

At rentoid we live by our claims. We believe in what we do and want to teach Australia about the ‘real’ benefits of renting. we want a business which doesn’t destroy the environment in the first place. So be sure to keep us up to our promise.