We are launching straight into this year with a call to arms for brands to be bold. ​To stand up for what they believe in. To challenge industry standards and to elevate more than just conversation by inciting real change. This is the moment for brands to be part of history and to be drivers in shaping our future. This is the revolution that will be advertised.​

All eyes
are on us now. ​


Research conducted by Powered and Fiftyfive5 as part of Powered’s Cultural Conversation series presented at The Big Ideas Store in 2022.

Play Video

What you need to know




Of Australians believe brands should use their power to make an impact for real world change on social and workplace inequality, according to new research conducted by Nine and cultural insights agency Fiftyfive5.

As conflict in Ukraine rages on, and culture wars dominate climate change and LGBTQIA+ rights, marketers are facing growing pressure from consumers for their brands to be seen as playing an activist role in a range of social issues.

The research, which explores the influence brands have as champions of change and whether taking a stand is as beneficial for profits as it is for society, shows that 63% of Australians believe brands can drive change on climate, and 54% respondents believe brands can be a force for good on job creation.

Consumers Are Looking

Believe that

Out of all major institutions, Corporate Australia has the biggest potential to help solve societal problems.

It is Corporate Australia that Australians believe has the biggest potential to solve large scale societal and environmental problems.  ​

Australians want to see leadership from the top, in place of what they believe is missing from politicians.

Australians are turning to brands to help instigate change

An overwhelming number of Australians demand that the internal policies of a business reflect the values presented in its brand marketing.

Set amongst a deeply decisive landscape, nearly all Australians are on the same page with their expectations of how corporate Australia can act, with 87% expecting brands to operate ethically, 81% expecting brands to be socially responsible, and 79% expecting brands to tackle workplace inequality.


Of Australians think brands have a role to play in social change


Would like to see brands engaging in activities that would increase awareness of a particular issue

Australians Are Clear

Believe it is in social equality (gender equality, Indigenous rights, LGBTQIA+ Rights)


Think it is in climate change


Think it's getting involved in job creation

The issues that people feel are hitting closest to home are:


The soaring cost of living


Climate change




The economy

It is why consumers are agitating for activism from the brands they touch.

So What do brands need to realise

Preparing for an activist future


Ensure your internal policies are in check


Address issues that align with your brand & consumer


Demonstrate how you are actively supporting change


Consumers want to see ongoing and long-term commitment


Be authentic in the way you create change


It's OK to be imperfect AND own past mistakes


“Brands that want to take a stand on a cause or campaign on an issue should follow six key steps,” said Boon. “Line up your internal policies with your external positions, identify the issues most relevant to your brand and consumers, back up your position with action, commit for the long term, be authentic, and own your past mistakes.

“Brand activism isn’t new, but the transparency must be there. There is a lot going on in the world at the moment, and providing they’re genuine, brands can transcend from being a product to something much more ethereal and meaningful that impacts on our world and our children’s future.”

Toby Boon
Director of Strategy & Insights, Powered by Nine


For further information, contact your Nine representative, or complete the form below. A member of the team will be in touch.

  • This field is for validation purposes and should be left unchanged.

Source: Nine’s Proprietary Research | The Revolution Will Be Advertised. 2020 Australian Conscious Consumer Report