UpNext 2022: Gumtree Media’s new podcast explores the purchase motivations for today’s eco-conscious consumer
In this inaugural episode of Gumtree Media’s UpNext: The Future is Sustainable podcast series, in partnership with Mumbrella, industry experts unpack the rise of the eco-conscious consumer, and what it all means for brands in 2022.
Gumtree Media’s UpNext: The Future is Sustainable podcast series for industry insiders has landed today. In the first of this three-episode series, ‘Understanding new purchase motivations for today’s eco-conscious consumer’, explores the rise of the sustainably conscious consumer through the lens of the Circular Economy.
To kick off the series, host Tim Burrowes is joined by Gai Le Roy, chief executive officer, IAB Australia, and Adam Norman, head of product and marketing, Gateway Bank, alongside Gumtree’s Shannon Fitzpatrick, director of commercial partnerships, and newly appointed chief marketing officer, Manisha Seewal. The podcast delves into new consumer spending habits and purchase motivations as we absorb the lessons learned from the pandemic and slowly return to a new state of normal.
Gumtree Media has been conducting research into customer behaviour and intent for the past five years – long enough to start seeing patterns, and make predictions, revealing the changing face of consumerism. In 2021, Gumtree also partnered with Planet Ark to commission an ongoing annual report which unlocks the opportunities available to Australians when they are buying and selling pre-loved items within the Circular Economy, and ultimately, what that means for brands and businesses moving forward.
In the first episode of the podcast, the team reveals some of their favourite results from the research, including how much the Circular Economy is worth and exactly how many pre-loved goods are sitting in people’s homes that could be sold for additional income, while escaping landfill. As Gumtree’s Fitzpatrick argues, the Circular Economy isn’t just a trend, it’s a movement, and one that’s here to stay, highlighting an immense opportunity for brands.
The shift towards sustainability is changing how brands design their customer experiences, and communicate with their customers. The growing popularity of C2C marketplaces like Gumtree, changes in consumer purchase preferences, and the availability of good quality items both locally and nationally have made it easier for consumers to upcycle, uptrade, and cash up, so they can buy new.
If you want to learn more about the new in-depth audience research, marketplace trends and Circular Economy insights, including the implications for brands and marketers both today and tomorrow, check out Gumtree’s UpNext: The Future is Sustainable podcast series in partnership with Mumbrella here, or stream every episode now directly from the podcast player below.