NeighbourhoodWatch

Localisation is a reponse to an era of intense globalisation

This response has manifested in many different ways and is driven by differing ideologies. On the most extreme level we’ve seen the emergence of nationalist groups such as Rise Up Australia. On a more moderate level we’ve seen the return of ‘quarantine culture’ through the pandemic, where the government has re-introdced isolationist policies in some sectors. In its mildest sense localisation has illustrated how Australians are seeking more of a local connection to our communities and neighbourhoods.

Recap on Neighbourhood Watch: Is Local the New Global? session: LIVE from Powered by Nine's 'The Big Ideas Store'

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It is undeniable that the importance of community is at the forefront of our minds. No longer are we looking offshore for possibilities but we are starting to see all the good we have right within our borders… and even our own suburbs.

Globalisation felt inevitable until a global pandemic

We started looking inward rather than outward

Our homes suddenly became our offices

Australians engaged with their neighbourhoods like never before

Point

45%

of Australians felt a sense of safety and security within their communities

Point

55%

of Australians believe being connected to their community gives them a sense of belonging

Point

1 in 3

of Australians think that it is very important to support your local community

Theme01

It is undeniable that the importance of community is at the forefront of our minds. No longer are we looking offshore for possibilities but we are starting to see all the good we have right within our borders… and even our own suburbs.

Globalisation felt inevitable until a global pandemic

We started looking inward rather than outward

Our homes suddenly became our offices

Australians engaged with their neighbourhoods like never before

Point

45%

of Australians felt a sense of safety and security within their communities

Point

55%

of Australians believe being connected to their community gives them a sense of belonging

Point

1 in 3

of Australians think that it is very important to support your local community

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This shift to localisation has highlighted the downside to globalisation.

In past 12 months, crossing boarders took a whole new meaning… our states never meant more to us as each state was treated like their own individual country.

Statehood has become a source of identity for Australians

It has brought a new silence to our states and the way in which they are governed

State identities have deepened and become more defined

Neighbourhood_Theme02

This shift to localisation has highlighted the downside to globalisation.

In past 12 months, crossing boarders took a whole new meaning… our states never meant more to us as each state was treated like their own individual country.

Statehood has become a source of identity for Australians

It has brought a new silence to our states and the way in which they are governed

State identities have deepened and become more defined

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Brands have an incredible opportunity to connect the community once more. Speaking to their consumers experiences, their hopes and their ambitions… showing them they are not alone in navigating this new world.

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Neighbourhood_Theme03

Brands have an incredible opportunity to connect the community once more. Speaking to their consumers experiences, their hopes and their ambitions… showing them they are not alone in navigating this new world.

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Australians are judging brands on their words and their actions
Point

73%

of Australians want to see brands demonstrate they are connected to local communities

Point

40%

of Australians want to see brands make their ads locally, using local talent

Point

49%

of Australians want to see brands having a more physical presence in communities

5 ways brands can stay relevant in a localised world
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