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Marketing Advisory, Strategy and Analytics
Brand Strategy
Creative Efficacy
Customer Experience
Offer Optimisation
Engagement
B2B
Analytics
Forethought
Mind and Mood Pulse –
AustraliaSeptember 2021
Marketing Advisory, Strategy and Analytics
36%39%
48%
63%58%
54% 55%
63%
76%
67% 69%
83% 83% 82% 81%
71%67%
63%
0%
100%
Mar Apr May Jun Jul Aug Sep Oct Nov Jan Feb Mar Apr May Jun Jul Aug Sep
No
rmalit
y In
dex
Be
nch
ma
rk 1
00
% =
‘N
orm
al’
○ The Australian Normality Index
September 2021 (2 - 26 September)
Note: From 29 Mar through 15 Nov the index was calculated using the pre-covid baseline score “life this time last year”, which is no longer applicable.
From 18 Jan 2021 onwards the index will be based on a weighted average score of the “life this time last year” using sample from the 29 Mar - 15 Nov 2020 period.3
Normality continues to trend down, now at 63% – reverting to scores seen almost
12 months ago in October 2020
2020 2021
Marketing Advisory, Strategy and Analytics
0%
100%
Mar Apr May Jun Jun Jun Jul Aug Sep Oct Nov Jan Feb Mar Apr May Jun Jul Aug Sep
No
rma
lity
Ind
ex
Be
nchm
ark
10
0%
= ‘
No
rma
l’Our sense of Normality:Victoria and New South Wales continue to slide further into the Lockdown Doldrums
New South Wales Victoria Queensland South Australia Western Australia
2020 2021
Note: From 14 Jul through 15 Nov the index was calculated using the pre-COVID baseline score “life this time last year”, which is no longer applicable.
From 18 Jan 2021 onwards the index will be based on a weighted average score of the “life this time last year” using sample from the 29 Mar - 15 Nov 2020 period.4
The Forethought Australian Normality Index
VIC lockdown
Nationreopens
Snap lockdowns
across
AustraliaBorders closed
Restrictions start
Circuit breaker lockdowns
across
Australia
NSW lockdown
VIC lockdown
6.0
September 2021 (2 - 26 September)
Marketing Advisory, Strategy and Analytics
Our sense of Normality:Drivers of Normality have remained relatively stable over the past three months, with the top
driver for September being the Ability to go about your routine outside your home
July 2021 August 2021 September 2021
28.2% Ability to make future plans 19.4%Motivation to work towards
your goals/obligations20.0%
Ability to go about your routine
outside the home
20.9%Ability to go about your routine
outside the home18.5% Ability to make future plans 18.3% Ability to make future plans
15.9%Stability in the world on a
global scale 14.8%
Stability in the world on a
global scale 18.1%
Motivation to work towards your
goals/obligations
12.7%Ability to manage your
finances14.5%
Ability to socialise with friends
/ family inside your home15.8%
Stability in the world on a global
scale
9.8%Feeling confident in the
economy8.5%
Confidence in your career
progress8.8% Feeling confident in the economy
5
Marketing Advisory, Strategy and Analytics
Note: Dashed lines indicate a break in tracking where the timescale may not be continuous.
The Australian Normality Index adopted monthly tracking in July 2020. 6
However, at September 2020, the
percentage of people that perceived life to
be worse than last year was 74%.
Therefore, there is a greater perception that life is better or the same when
compared to 12 months ago.
46% of Australians
perceive that life is
worse than last year
Life worse than last year Life same as last year Life better than last year
26%
28%
46%
22%
34%
44%
9%
17%
74%
Sep 2020 Aug 2021 Sep 2021
Marketing Advisory, Strategy and Analytics
The Vaccination Consideration:
Australian businesses are grappling
with the decision on whether to
mandate employee vaccinations.
36% of Australian Consumers
indicated they would spend more with
businesses that had their frontline
vaccinated.
The signal being that a safe shopping
or in-store experience is important.
Note: Significance testing was conducted between Victoria and the other states at the 5% level of significance. Blue indicates the other state result was
significantly higher than the Victoria result, and red indicates it was significantly lower.
9%
36%
47%
8%
0%
20%
40%
60%
80%
100%
Overall
I am vaccinated so I do not care
It would not influence my decision
I would spend more with that business
I would spend less with that business
Some businesses have proposed mandatory COVID-19 vaccination for their frontline
workers. Would this influence how much money you buy/spend with that business?
Marketing Advisory, Strategy and Analytics
36% of Australians reported they would spend more with a business that enforces mandatory
vaccinations for their workers although, 59% of Western Australians noted it would not influence
their decisions
Note: Significance testing was conducted between Victoria and the other states at the 5% level of significance. Blue indicates the other state result was
significantly higher than the Victoria result, and red indicates it was significantly lower.
12%10%8%5%10%
28%28%32%44%36%
59%
48%54%
41%44%
1%14%
6%10%10%
0%
20%
40%
60%
80%
100%
Western AustraliaSouth AustraliaQueenslandNew South WalesVictoria
I am vaccinated so I do not care
It would not influence my decision
I would spend more with that business
I would spend less with that business
Some businesses have proposed mandatory COVID-19 vaccination for their frontline workers.
Would this influence how much money you buy/spend with that business?
Marketing Advisory, Strategy and Analytics
When should Australia open up?
A nation divided
6%
19%
37%
21%
16%
31%
22%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
70% Vaccinated 80% Vaccinated 90% Vaccinated Not Comfortable toOpen Up
Chart Title
WA Aust excl WA
Australia is comfortable with opening up when we hit the 80% vaccination rate, with 31% of Australian agreeing this was the right level for reopening.
Except Western Australia.
A MOMENT ON WESTERN AUSTRALIA
In 2018-19 interstate leisure travel to WA contributed $1,038mil to the WA economy or 7.8mil visitors nights1.
With it’s borders shut WA has little appetite to reopen, with 37% of Western
Australian’s preferring not to reopen until vaccination rates hit 90%, and an
additional 21% suggesting they are not comfortable to open up.
Compounding this is the loss of international students, whose contribution to
WA economy fell by $761mil or 36% in 2020, compared to 20192.
Today, Western Australia’s own vaccination rates are the lowest in the country at 48.45% doubled dosed at the time of publishing this report3. It
seems this state is in no hurry to reopen.
1. https://www.tourism.wa.gov.au/Publications%20Library/Markets%20and%20research/2019/Ad-
hoc/Interstate%20Visitor%20Profile%202019%20-%20final%20version.pdf
2. https://thepienews.com/news/international-student-expenditure-in-wa-drops-by-761m-in-2020/
3. https://www.9news.com.au/national/coronavirus-vaccine-rollout-australia-state-by-state-guide-covid19-vaccination-rates-single-dose-
double-doses-explainer/abacde8f-d35e-45ee-83bc-069ede212ecf
Marketing Advisory, Strategy and Analytics
Click to add text
12
Nationally, our emotional state is little
changed from August 21, and
remains a long-way off the pre-Covid
Benchmark.
How we have been
feeling: NationalResting Emotional Profile - National
Click to add textClick to add text
Surprise
Happiness
Love
Pride
ContentmentAnger
Sadness
Anxiety
Shame
Pre-COVID Benchmark (National) Aug 2021 Sep 2021
Marketing Advisory, Strategy and Analytics
Surprise
Happiness
Love
Pride
ContentmentAnger
Sadness
Anxiety
Shame
New South Wales
Victoria
Queensland
South Australia
Western Australia
Victoria had a tumultuous September 21
with Anti-Vax and Anti-Lockdown protests
active on several days – even an
earthquake. Anxiety is being felt much more
acutely in Victoria, and continues to be this
state’s dominant emotion.
How we have been feeling:
State
13
Resting Emotional Profile - State
Marketing Advisory, Strategy and Analytics
Trust in State Government for remained the highest in Western Australia and has remained
constant across all states since July, excluding South Australia
0
5
10
Sep Oct Nov Jan Feb Mar Apr May Jun Jul Aug Sep
2020 2021
New South Wales Victoria Queensland South Australia Western Australia
Note: Significance testing was conducted between waves at the 5% level of significance. A broken line indicates a significant difference.14
Trust in State Government
Marketing Advisory, Strategy and Analytics
Australians’ Trust in Federal Government continues to erode.Despite the Federal Government directing priority vaccine stocks to NSW, their Trust in the
Federal Government also eroded.
5.49 5.44 5.566.02
5.66
5.00 4.79 5.04 4.934.61 4.49
4.23
5.73 5.64 5.826.34
6.035.39
4.895.26 5.34 5.28
4.894.35
0
5
10
Sep Oct Nov Jan Feb Mar Apr May Jun Jul Aug Sep
2020 2021
Overall New South Wales
Trust in Federal Government
Note: Significance testing was conducted between waves at the 5% level of significance. A broken line indicates a significant difference. 15
Marketing Advisory, Strategy and Analytics
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