Why brands shouldn’t be afraid to express their Australian-ness

The Lab studies Australian culture to understand what Australian-ness means today and whether this quality is still a viable and meaningful way for marketers to connect with consumers.

As Australians undergo the uncomfortable process of truth telling, our national identity is evolving, sparking ongoing debate about what it means to be an Australian in 2023.

While just a few short years ago, connecting with consumers via their Australian-ness...

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