‘Spending power and lifestyle expectations that can’t be ignored’: Bernard Salt on the regional ‘super consumer’
According to renowned demographer, columnist and business advisor Bernard Salt, growth in regional Australia shows no signs of slowing down, and it is time for brands to get in front of the audience, known as the “super consumers”.
Speaking at an event hosted by Boomtown on Wednesday morning, Salt discussed the rise of the regional “super consumer” – those who have a higher disposable income, are spending more time improving their homes, and are exposed to rising cosmopolitan influences.
“Meet Australia’s 10 million super regional consumers in four million households with first-world spending power and lifestyle expectations that cannot be ignored,” he said.
“The fundamental proposition I’m going to put to you is that the next ten years is the time of the region. It’s not going to overtake metro areas, but there’s going to be a surge in population growth and in consumer spending.”
Salt presenting at the event on Wednesday
According to ABS data, the peak growth comes from millennials – those aged 20-40 – who are flocking to ‘lifestyle’ regional destinations including the Gold Coast, Geelong and Ballarat. They spend more per basket on groceries and online shopping compared to metro dwellers, live in multiple car households, and are more likely to own their homes.
“Over the next ten years, those millennials are going to pass through the peak income earning stage of the life cycle, they will be looking for their forever homes, and they will be looking in the regions. That logic is driving the uptick, the surge, the push,” Salt said.
“There is momentum,” he said. “And brands need to follow that.”
Brian Gallagher, the chair of Boomtown, also spoke at the event, telling the audience that since launching five years ago, Boomtown has gained a 17.6% share of the national advertising dollar and has successfully attracted brands to regional Aussies.
“Over the last five years, we have worked with the media and agency industry to educate more than 2,000 advertising and media professionals directly through masterclasses, bespoke education sessions and market visits to ensure that they stay in touch with the regional opportunity on behalf of their clients,” he said.
“Our Boomtown community benefits from a healthy and vibrant domestic media landscape. The choices [brands] are making to invest in local media platforms are so much more impactful to these communities than you may recognise.
“Local stories have always proven to drive audience attention and engagement. Attention and engagement that is equally important to advertisers to cut through the noise and make their mark with these same consumers. This also means local media outlets offer effective and brand safe advertising environments.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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