Learnings from Australia: What brands can do for customers in a rising costs environment

Eloise Liley

TBWA’s Eloise Liley looks at how Australian brands are responding to the sharp spike in the cost of living and taking measures to help consumers concerned about the economy.

Australians are currently experiencing their greatest rise in cost of living in 21 years. Inflation has increased to 6.1% and is predicted to reach a top of 7.75% by December 2022. In addition, the consumer price index (CPI) has increased at twice the rate of wage growth.

In this environment, the Australian news cycle has become obsessed with a new daily reporting figure. A year ago, this would have been COVID-19 infection rates; today, it’s the economy.

TBWA\Melbourne media analysis (via Meltwater, Australia only, 14–28 July 2022, accessed 27 July) shows that in the...

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