‘Honesty’ and ‘more financially ready’ the priority for Australians post COVID, study finds

New research from The Lab has found Australian values are changing, with 65% of Australians saying that honesty is their most important value, followed by fairness 55%.

The Australia Project, a propriety ongoing study using AI based analysis of Australian digital conversations, expert interviews, qualitative research and AI moderated interviews with 1,500 Australians aged 18 and older in April 2021 (in conjunction with Nature), has unearthed Australian’s desires for life post-COVID.

The study found that 77% of Australians want to be more financially ready post the pandemic;
72% of Australians say that after the pandemic they want to have more “dare in life” and 71% of Australians want more family time post the pandemic. Additionally, 84% of Australians said that “caring and compassionate” is the future society they want.

According to the research, for many Australians,  what they want to have more time for when the pandemic is over are:

  • Relationships
  • Being in the moment
  • Travel and exploration
  • Me – exercise and mental health
  • Doing more
  • Enjoying life

The pandemic has also given Australians the opportunity to decide on what they no longer want or need in their lives. When it comes to the changes Australians want to make less time for post-pandemic, they are:

  • Toxic people
  • Wasteful spending
  • Screens
  • Uncertainty
  • Taking things for granted

The Lab co-founder, Paul Labagnara, said the research shows there is an opportunity for brands to step-up and fill the gaps that Australians were missing pre-pandemic, to showcase trust, expertise and a willingness to serve the Australian people.

“COVID has provided an opportunity to find perspective. On one hand, we have seen a huge rise in the notion of the appreciation of what people have, including the smaller things in life and a promise to themselves of not taking things for granted. Almost 50% of Australians want to spend more time with loved ones and family and are focusing on care, consideration, and connection. On the other hand, there are Australians who want to let loose and live in the now – they don’t want to wait, they want to do more.

“It’s these two parallels, and the friction between them, that makes the future so interesting. There’s definitive change happening as a response to the forces that shaped society until the arrival of the pandemic. Things won’t fall back into ‘traditional’ ways but will instead take one of two routes in the new Australia,” he added.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.