Returning to the world – Post COVID-19

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I have been doing a lot of media about how we are going to adjust to the world, Post-COVID-19. Here is a summary of the questions that I responded to.

Last week saw the release of a study by Vox Pops Labs and the ABC that suggested that as coronavirus restrictions are eased or lifted, only about one in eight Australians would attend a large event even if they could, fewer than one in five would get on a plane, and only 40 per cent would go to a bar or restaurant.

Is this the response you’d expect from Australians?

Very much so. In a period of six months, Australians have been overwhelmed with crises; we had an unprecedented bushfire season over summer, our cities were enveloped in smoke for weeks, and we’re now experiencing an illness that for most of us is a mystery; even the World Health Organisation referred to it as “uncharted territory”. We are grappling with so many unknowns, our natural reaction is to be cautious.

We live in extraordinary times

As we are regularly being told at the moment, we live in extraordinary times.

After an unprecedented bushfire season – followed by our most populated cities being enveloped in smoke – we are now experiencing a health crisis that the head of the World Health Organization (WHO) referred to as “uncharted territory” as they combat the spread of COVID-19 (coronavirus) throughout the world.

It’s not surprising then that many of us in Australia and in developed countries are feeling that the things that we have taken for granted – effective health systems, security and safety and our feeling of being sheltered from outside forces – are crumbling around us.

You could say we are facing, literally, an existential crisis.

It’s Valentine’s Day, so go and buy me something!

Today is Valentine’s Day, and it seems that the marketing of the day, and of many occasions throughout the year, has stepped up substantially over the past couple of years. Many believe that Valentine’s Day (or VD for short), is now simply feeding our consumerist culture. But there is probably more to it than simply marketing gone mad – although marketers are pretty good at tapping into our very human vulnerabilities.

The need to love, to be loved and to belong is central to our idea of happiness. Being in love, and loving someone, is bound up with perception, imagination and a desired reality.

Much marketing is based on exploiting both our imagination and our desired reality.

It’s Valentines Day, babe… what are you buying me?

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Valentine’s Day is coming, and for many, it seems that the marketing of this particular day and of many occasions throughout the year – such as Halloween, Easter and Christmas – has stepped up a gear over the past couple of years. Many believe that these events are simply feeding our consumerist culture, and to some degree they are right.

In its own way, Valentines Day is a prime example of segmentation and targeting, where marketers develop a marketing mix to suit the key target markets. Segments work best when the consumer opts in and actually buys the product, rather than when it is a constructed demographic that is targeted by marketers. In my MBA classes, I regularly remind students that marketers don’t choose segments; the customer chooses to be in a segment through their behaviour. And this is all that is happening on Valentines Day.

Why we make and break New Year’s resolutions

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It’s an arbitrary date of a calendar developed by mathematicians and introduced by Pope Gregory XIII in 1582, but on 1 January each year, many of us like to think about how we might change one (or some) of our less appealing habits.

We could instead have picked 1 September, which was the start of the Byzantine year, or 25 March, which was the start of the legal year in England from the 12th century until 1751.

But humans love a ritual, and the start of the Gregorian year seems like a perfectly sensible time to try something different.

The psychology of online shopping: Are you a slave to the technology?

Quick answer… more than likely, although you would never admit it.

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Online shopping has revolutionised the way we buy so many day-to-day items. The online world has so infiltrated the way we shop, that for the most part, we simply don’t realise how ubiquitous it is.

Whether it’s jumping on to the Myer website for the Black Friday sales, buying a digital subscription on Spotify, catching an Uber, downloading a movie from Google Play, choosing your seats for the theatre and then collecting your tickets at the box office, ordering and then getting your pizza or burger delivered by Deliveroo, or buying our coffee beans from our favourite Single Origin provider, nearly all of us at some point are using the online environment to buy a good or a service. Australia is currently the 10th largest e-commerce market in the world by revenue. E-commerce in Australia will continue to grow. The market size is estimated to be A$35.2 billion (US$ 25.2 billion) by 2021, but this probably only represents the tip of the online iceberg.

How sales get us to buy stuff

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If you’re one of those people who line up for the Black Friday sales, jump online for Singles Day, or are thinking that you’ll line up outside Myer or DJs on Boxing Day for the “real bargains”, rest assured, you are not alone (as you probably noticed).

Just like the thousands of people who line the harbour in Sydney or squeeze into a tiny spot down at The Rocks just to get a glimpse of the New Year’s Eve fireworks, or the crazy Melbournians who sleep outside for days for AFL grand final tickets, we’re all victims of some basic psychological factors.

The need to belong