WHAT'S HOT AND WHAT'S NOT
September 2024
The national mood is on the decline; more Australians see AI as having a place in their life than those who don’t; people want to preserve traditions; and people find comfort and connection through stories of the past are all fueling opinions and conversations this month.
30 August- 2 September, 2024
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has declined to the levels of May 2024, with a higher net negative mood. Australians are feeling more overwhelmed and unsure in the current times. Overall, net negative emotions are ahead of positive emotions.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 4 feelings are positive, with relaxed, calm, hopeful and optimistic topping the list this month. Feelings of being frustrated, stressed and anxious are the 5th, 6th and 7th most dominant moods.
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Cost of Living
More Australians are feeling the pinch
Less than half of Nine’s audience are feeling financially comfortable at the moment. This comes at the same time as one-third of Australians feel like they are “just managing”, and 19% are “feeling the pressure” when it comes to their personal finances.
Most are being affected by the rising cost of groceries (78%), utilities (73%) and insurance premiums (66%). The rise in petrol prices (47%) is affecting fewer people than this time last year, with 13% less Australians saying they are affected.
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Conversation Starters
AI's place in society
Agree that they see AI as having a place in their life, with 29% disagreeing.
More of Nine’s audience see AI as having a place in their life than those who do not
The under-45 audience feels most strongly that AI does have a place in their lives, with 1 in 2 agreeing and only 21% disagreeing with this statement. The over-65s are the most likely not to see AI as having a place in their life, with more of this audience disagreeing than agreeing.
BRAND CONSIDERATION
With a significant portion of the younger audience open to AI, brands can confidently experiment with and promote tech-forward products and services in areas like finance, retail, or media. Testing AI-driven innovations, like chatbots or smart assistants, would likely meet a positive reception from this group.
Preserving Tradition
Agree that there are certain traditions and ways of life from the past worth preserving.
Nine’s audience feel there are certain traditions or ways of life from the past that are worth preserving
Among Nine’s audience, the majority (88%) agree that there are certain traditions and ways of life from the past worth preserving.
It is of note that this agreement is consistent across all age groups, with even 88% of those under-35s also holding this belief.
BRAND CONSIDERATION
Leveraging nostalgia in marketing can tap into this widespread sentiment. Whether it's through retro designs, classic brand messaging, or re-introducing beloved products from the past, brands can evoke positive emotions and shared memories, appealing to a wide demographic.
Sharing childhood stories
Agree that sharing stories with others from their childhood or youth brings them a sense of comfort and connection.
Nine’s audience feel that sharing stories from their childhood or youth brings a sense of comfort and connection
Among Nine’s audience, 2 in 3 agree that sharing stories with others from their childhood or youth brings them a sense of comfort and connection.
It is of note that the under-45s in Nine’s audience are the most likely to strongly agree with this statement, while the over-65s were the least likely to disagree.
BRAND CONSIDERATION
Story-driven content invites the audience to reminisce, fostering a sense of community and belonging. This can be achieved through interviews, user-submitted stories or interactive elements.
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