Report: Why Aussie consumers don't trust advertising

New report shows consumers are more wary of brands than ever

A majority of Australians believe there’s too much advertising today, that most is forgettable and that it cannot be trusted.

These are some of the findings of a new Eye on Australia research report entitled Helping Australians Fall Back in Love With Brands, undertaken by communications agency, Grey Group Australia, in partnership with Zing Insights.

The report found 79 per cent of Australians surveyed felt there was too much advertising in the market, and 78 per cent claimed it was forgettable. In addition, 73 per cent said advertising couldn’t be trusted.

Despite this, 73 per cent think brands are important to making judgments round quality, although the report also found more than half of Australians (53 per cent) are not loyal to any brand, and 40 per cent see brands as just about the same today. In addition, 38 per cent believed brands couldn’t be trusted.

Nearly three-quarters of respondents also believed brands on social media and too self-indulgent, led by the 60 and over age bracket (84 per cent) followed by 40 to 49-year olds (76 per cent). The lowest score came from those under 30 (60 per cent).

The list of top influencers on what products or brands consumers buy was led by word of mouth from friends and family (56 per cent), followed by good customer experience (37 per cent), and seeing someone else buy or use it (26 per cent).

More widely, external influencers impacting actual purchase decisions are soft drinks (75 per cent), snacks (74 per cent), grooming/beauty (71 per cent). Health/wellbeing (69 per cent) and alcohol (66 per cent).

“Technology has changed the way Australians consumer media and run their lives,” commented Grey Group Australia’s national planning director, Danish Chan. “Continuously connected and always-on, Australians may be easier to reach but are tougher to influence.

“Advertising doesn’t work the way it used to. It can still be an engine of influence – but it needs to adapt.”

The report advised marketers that the best way to shift attitudes to advertising was to adopt a story-making, rather than storytelling approach, try to fuel social proof, and work on persuading consumers to engage with the brand around experiences.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...

Engenius

Predictions: 9 digital marketing trends for 2019

Read more

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Latest Podcast

More podcasts

Sign in