Despite 76% of surveyed Australians being mindful of their spending during the initial Covid-19 lockdown period and more than 56% not really knowing anything about their local businesses, according to research from MasterCard, 73% are wanting to actively spend in the local community to help them bounce back and recover.
In fact, 42% are so committed to helping the locals stay afloat they’ve spent more money on a product or service in the local community despite knowing they could have found it cheaper elsewhere.
The research also suggests that the shift to shopping local has made Australians feel more connected with the community. 69% of respondents said they feel a greater sense of community spirit now than prior to lockdown, while 68% are more inclined to spend at their local shops.
From popping in to say hello (51%) to knowing the name of their local business owner (25%), more than 41% of respondents have made the effort to spend time with and support their local, as they feel they make a positive difference to the community.
As Australians adjust to a new way of life, 67% of respondents have pledged to continue showing their support to local businesses with 91% claiming they are now spending up to $200 per week on their local high street.
Further research
Backing up MasterCard’s research is the inaugural ‘Cashrewards Shopping for Good’ survey. Published by Australian cashback platform Cashrewards in December, the survey reveals a “spike” in ethically and Australian-owned shopping motivations in the wake of the “horror” bushfire season and Covid-19 last year.
Findings from the survey of 1300 consumers show the events of 2020 have “awakened” our national conscience with the number of Australians willing to favour ‘good’ brands growing significantly.
Over half of Australians surveyed say this period has made them “more likely” to purchase from companies that give back to their community, and almost one in three now name ethical concerns as amongst their top purchase considerations.
Two thirds of surveyed Australians now name Australian made as one of their top reasons for choosing a brand, with a quarter going further to favour goods made in their state or local region. Over half of respondents say the most important reason for buying Australian/local is to support other Australians, economically.
Read about how retailers and suppliers are supporting Australian made in the latest issue of Retail World.