New research conducted by Nine’s marketing solutions division, Powered and Fiftyfive5, reveals local identity is becoming increasingly more important for Australians, and is having a significant impact on our culture.

Now more than ever we have adapted to “living local”, from travelling closer to home, to increasingly supporting brands and businesses that align to hyper-local community values. As a result, marketers will need to have a timely, tailored and responsive approach to their messaging moving forward, and play to hyper-local identities in their campaigns.

“We’ve noticed for some time now that unifying moments of disruption, such as the 2019 bushfires and 2020’s pandemic, have accelerated the hold that local identity has on our culture, and so we wanted to dive deeper into the implications for advertisers, marketers and their brands”, said Nine’s director of strategy, insight and effectiveness, Toby Boon.