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

Rebecca Brody and Paul Labagnara

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 was almost a no-brainer – a reliable shortcut for building connection and familiarity. But against the backdrop of an evolving and complex national identity, and a decade of macro shifts and cultural upheaval, it’s no longer as clear cut as it once was.

How can brands tap into Australian-ness when it feels like there is no longer a consensus on...

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