Unboxing Christmas 2021
We may be months away, but Christmas is just around the corner and it is time to start planning.
Initially we reflect on the dominant marketing messages of last year, revealing the advertising approaches which delivered the most effective results for brands. Then into Unboxing Christmas 2021, which looks ahead to the trends in retail, food and culture which will influence our purchasing decisions during the festive season.
We used a combination of methodologies to understand the
Christmas cultural landscape
Recap on The Unboxing Christmas session: LIVE from
Powered by Nine’s ‘The Big Ideas Store’
What you need to know
CHAPTER 1
We’re living in a time of flux
Before we jump right into Christmas this year, it is important for us to unpack just what happened last year as it really was a Christmas Like No Other and as such, it has had a real impact on the way we see Christmas in the coming years.
Christmas 2020 was…
1.
A collision of cultural forces
2.
Quiet & different
3.
Not a universal experience
1.
A collision of cultural forces
2.
Quiet & different
3.
Not a universal experience
The thing that united Australians though was the
revaluation of their priorities
The 3 of the top values
deemed as important for Australians were:
CHAPTER 2
How brands responded
Consumers more than ever are wanting brands to reflect their own values. The brands that preach these values in their commercial messaging will always come out on top.
Two brands at Christmas last year that resonated most with audiences, were the ones that were most enjoyable, communicated a clear message and elicited emotions of happiness.
CHAPTER 3
Australia’s ambitions for 2021
We are witnessing a realignment with our ability to deal with adversity - we have become more resilient and increasingly open-minded.
Australia’s ambitions going into Christmas 2021
To be more financially ready
To be more daring in Life
To prioritise quality and meaningful family time
To prioritise health and cleanliness
To appreciate life more
CHAPTER 4
Christmas 2021 directions
So, what does this all looks like for your brand at Christmas? Working alongside The Lab, we used a combination of several methodologies to provide a holistic understanding of cultural insights, brand effectiveness and consumer sentiment, to get a better understanding of what consumers are expecting from brands this Christmas.
Through our research, we found four key spaces for brands to tap into for Christmas which are centred around:
Want to create more meaningful connections with your customer this Christmas?
Register now for a full presentation of Unboxing Christmas 2021.
For further information, contact your Nine representative, or complete the form below. A member of the team will be in touch.