The Two Pandemic Personas Marketers Should Be Prioritising
Australians are usually an optimistic bunch, but COVID has changed things. Lucy Batchelor (main photo), senior strategist at The Works, part of Capgemini, says marketers need to recognise the optimism-pessimism divide and act accordingly…
Would you say you’re more of a ‘glass half-full’ or ‘glass half-empty’ type of person? Or do you sit somewhere in the middle?
With a nickname like ‘the Lucky Country’, we should be a country of optimists. And historically, that’s been the case – Australians tend to be a pretty optimistic bunch.
But 2020 saw an inflection point. As COVID-19 tore across the world at breakneck speeds, death tolls rose and lockdowns were enforced, our country of optimists started to feel, well, a little pessimistic.
A trend towards Australian pessimism
One of many 2020 sentiment reports, The Lowy Institute Poll on Australian Optimism reported unparalleled shifts in public opinion. The study indicated the lowest levels of optimism about the economy ever recorded in the poll’s history, with only a slight majority (52 per cent) remaining optimistic.
Course Corrector, our own research initiative into behavioural shifts in Australia as a result of COVID-19, had almost identical results in relation to our personal finances, with 51 per cent feeling optimistic and 43 per cent pessimistic.
Along with this heightened emotional divide, it showed how our attitudes to money were reflected in our behaviour with 48 per cent of Aussies reigning in their spending due to COVID-19.
So, where does that leave marketers?
Inside the mind of the optimists and pessimists
Science has uncovered distinct differences in how optimists and pessimists think.
Optimists are confident they can change or control elements of their lives, and therefore believe they are less likely to fall into negative situations.
Pessimists, on the other hand, believe they’re more likely to encounter negative events and tend to feel less in control of their own wellbeing, which can lead to health-damaging behaviours.
For an example of how these differences impact the consumers’ decision-making process, imagine you’ve booked a holiday to Fiji (I know, I’m dreaming here, so you’ll need to literally use your imagination).
An optimist might say to themselves: “I can’t wait to go to Fiji. I’ve been before, it’s relatively safe and I’m relatively responsible. Travel insurance seems like a waste of money; I’ll look after all my things, I’m unlikely to get sick because I’m double-vaxxed and I’ve never missed a flight or had one cancelled.”
Whereas a pessimist might think: “I’m feeling nervy for our holiday to Fiji. Gosh, things never go to plan, do they? Remember last year? COVID? I really need to look at every policy in detail and make sure we’re covered for absolutely everything that could go wrong.”
Neither mindset is good or bad. In fact, pessimism in this case could pay off for the consumer. For an insurance brand in this example, different tactics will need to be considered to capture both mindsets.
How to appeal to both mindsets
To make sure marketing resonates with both optimists and pessimists, first start by interrogating the value proposition. Does it exclude either mindset?
An insurance brand naturally appeals to the risk-averse pessimist. It’s a meaningful consumer truth. If that insurance has high perceived value to the customer (if it’s at the right price), then you’ve succeeded at appealing to the pessimist.
To appeal to the optimist, however, the brand will need a little something extra. Superior utility. It will need to exceed category expectations and deliver a benefit that gives an optimist a reason to care about insurance
Budget Direct provides a great example. Its car insurance doesn’t just help consumers save hundreds, it offers a hire car so customers don’t have to go without while the car is repaired or replaced. It delivers a superior utility.
Next, stress test the creative expression. How might loss aversion be dialled up to motivate the pessimist? How might you appeal to the optimists ‘bias’ for the self?
Budget Direct appeals to both mindsets perfectly in their car insurance campaign ‘insurance solved’, which shows a driver exclaiming “it wasn’t my fault” after a prang. This statement appeals to both mindsets. For the optimist, it appeals to their belief that they’re in control – so of course it was an accident and not their fault. Whereas for the pessimist, it’s a reminder that things are often out of their control and that bad things can happen.
Thirdly, consider how to segment audiences. Is there an opportunity to segment by mindset? And if so, how might that impact what message is delivered to them, and when? How can a media strategy be revised to capitalise on both types of consumers?
With the optimism-pessimism divide splitting Australians into two, roughly equal halves, these are all important considerations brands. Failing to address both mindsets could mean neglecting half the market and losing customers as a result.
But that might just be the pessimist in me talking.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.