That is according to brand experience agency Amplify whose inaugural Young Blood: The New Australia study is based on responses from more than 2,000 Australians aged 18 to 30 from across the country and all social-economic groups.
Strikingly, nine in 10 Australian youth say they care about what a brand stands for, while 20% believe brands can be more powerful than government in bringing about positive change.
This translates into a third (34%) of respondents saying that brands should take the lead in the saving the planet, while 70% believe they are the generation that should take responsibility for forcing environmental change.
Young Australians also appear to take a sensible approach to their own wellbeing, with half regarding happiness as the mark of success and just 2% thinking that success is about having a large following on social media.
Elsewhere, eight in 10 believe beauty comes in many shapes, sizes and colours, and three-quarters (74%) think it is important to stand up for what you believe in, even if that opinion is unpopular or inconvenient.
The Amplify report also emphasises that young Aussies have a set of unique values and they are not mere followers of global trends.
“We need to be wary of using insight from other Western countries or merely rolling out strategy that has been successful in other regions to connect with this savvy, woke and multi-faceted group,” said Krupali Cescau, brand director at Amplify.
She went on to tell CMO that “now, more than ever, young Aussies are driven by a need for human connection through physical experiences”.
“Only 20% think celebrity endorsement is important and only 30% care about seeing a brand on social media,” she added. “But we found that after price and quality, nearly 70% think the biggest influence on purchase is experiencing a product or brand before they buy.”
Cescau said this is a “clear signal to marketers” that young people want to connect with brands in the same way they do with people – “face to face, IRL [in real life], product in hand”.
Sourced from Amplify, CMO; additional content by WARC staff