AustraliaNOW: Edition 21
Hall & Partners, Quantum Market Research, together with Clemenger BBDO Melbourne have created the 21st AustraliaNOW Report. Given the timing of Victoria's lockdown extension, and therefore only giving us a couple days of data to capture the sentiment shift both locally and nationally, the report is more focused on the initial reaction but means we’ll be releasing a more in-depth version a week from today.
So, in terms of this report’s more focused highlights:
- With sustained and most successful efforts to contain the virus around Australia, with exception of Victoria, has seen hope maintained, however the positive sentiment is somewhat restrained by a wariness about the potential for outbreaks while concerns about the economy have continued to take hold.
- While normal life feels within reach in most parts of the country, in Victoria it’s quite a different picture as restrictions have been deeper and more prolonged than people had prepared themselves for, and while there was resistance to restrictions climbing in the lead-up to Sunday’s announcement, since then almost two thirds of ‘everyday’ Victorians including 65% of Melburnians support the decision to extend Stage 4.
- So, in many areas of the country a relatively normal life feels to be within reach, a view particularly held in WA where almost half (49%) feel their outlook is back to normal but what is probably more remarkable is the 1 in 4 Victorians who also hold this view.
- In the news environment, NSW has been praised for its contact tracing abilities in stark contrast to Victoria and has been a rare highlight in a largely negative media environment.
- A few concluding thoughts on these current findings as Melburnians continue to obsess on daily infection rates and the rest of the country goes about life to a different beat, and highlights the importance of giving people something tangible to hold onto and focus on, hence the projected need for a COVID normal Christmas, whatever that may be.
- There is also the interesting debate emerging out of Victoria from a few of the more impartial publishers that it’s in both our hands now, that is Government but also the public to navigate a successful course out of lockdown – that is, we all need to play our part.
- We seem to need some form of commitment whereby both the leadership of the State and society have to emotionally align on what a realistic and equally worthy end-goal is possible, and then head towards this. It’s as much about maintaining a positive self-image as the end-goal in itself, for all our sakes.
A final thing. We’re also hearing constantly in research of the generational inequality piece in terms of returning to some sort of normal for the masses versus a lack of opportunity for the younger generation coming through. We’re seeing this particularly play out in work and job opportunities, financially and mental health – something we’ll keep close to over the coming weeks.