As Aussies' consumer behaviour is changing, how relevant is your brand in times of change?

​The last six to seven weeks have seen the world and its reality change significantly.
As business owners, we must learn how to understand consumers' changing behaviour and be there to meet their in-the-moment needs. 
In Australia, we’re seeing five emerging trends. People are turning to Search and YouTube* to:

1. Identify critical information to their lives
2. Discover new connections
3. Adjust to changes in their daily routines
4. Praise everyday heroes
5. Take care of themselves and others​

A lot of online communities are being built, a lot content is being shared, therefore YOUR BRAND can do a lot to remain relevant and helpful. Knowing these emerging trends, your content marketing and your product/service offer can be adjusted to try to meet these new needs.
*(Source: Think with Google, April 2020/Search,Video,Consumer Insights, Data & Measurement)

Searches for DIY have spiked globally in the past few months, with Australia and New Zealand among the top 10 countries showing increased interest.

• 52% of Aussies believe self-isolating will let them try new things,
• 48% of Aussies believe it will help them rediscover their passions.**

** The Lab/Nature, COVID-19 Brand Navigator State of the Nation Report, April 2020, n=1000 Australians 16+.

So, what can your brand do to help people and remain relevant, while taking advantage of the changing winds?

Understand customers needs and online behaviours. You can do some of the following:

• Use your current audience (or a sample of it) to ask them questions on how their behaviour has changed, what their needs are now. You can ask them on social media or by sending an email out, or a survey.
• Use the statistics provided by your website and social media accounts
• Use GOOGLE TRENDS - an invaluable FREE resource that can help you understand what people need in near real time so you can show up with the right inspiration and guidance. Learn how to interpret the data you're find out and use it to customise your products and services. This is a good resource on how to use Google Trends as a marketing research tool for your brand.​

Be useful and flexible as people’s needs evolve

• Try to give your customer credible, detailed, current information.
• Regularly update communications across your website, blogs, social handles, and even your Google My Business page to ensure people are in the know.
• Help customers with cancellations, refunds, and customer service.
• Assess when people are needing you most (Australians in particular rate personal passions and interests above production value or popularity). Update or publish often. There’s a need for content that informs, entertains, connects, and promotes wellness.

Find ways to enrich people’s lives and support heroes

• Consider the heroes among your employees/customers/local community and find ways to support or celebrate them.
• Consider non-human heroes that can contribute, like your technology, your operational rigor, or your equipment.
• Facilitate virtual collaborations with outdoor spaces and cultural institutions people crave to visit.
• Join the conversation about home-based health and wellbeing.