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

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Hi all,Good Post! Thank you so much for sharing this pretty post, it was so good to read and useful to improve my knowledge as updated on...

Jules john

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

Latest Podcast

More podcasts

Sign in