ted Brand Alpha, a study of how consumers feel about Australian brands. Consisting of both qualitative and quantitative analysis, the research has involved speaking with 22,000 people since its inception, providing 154,000 assessments of 286 brands across Australia and New Zealand. The 2021 Brand Alpha study looked at how people see brands when it comes to originality, agility and adaptation in Australia.  Surprisingly, some of our most old-school retailers rate highly for meeting the challenges of a changing world and adapting quickly in the face of change, along with feeling free to be original and trying, failing and trying again.  It seems that a brand can maintain an enduring sense of purpose and still be seen as an entrepreneurial mover and shaker.  The most adaptive Aussie brands Brand Alpha shows that Bunnings, Woolworths, Officeworks and Coles rate as highly as Google, Apple and Samsung when it comes to meeting the challenges of a changing world. Perennial favourite Bunnings scores the highest with Australians asked about brands that adapt quickly in the face of change.  Similarly, Coles, Woolworths, and JB Hi-Fi rate more highly for adaptability than entrepreneurial brands such as Tesla. Consider that 71 per cent of Australians think Coles and Officeworks adapt quickly in the face of change, while Zoom scores only 50 per cent despite its ability to shift the world of white-collar work during the pandemic.  So what are these retailers doing to be given such credit for being able to adapt?   Lifestyle innovation Australians identify strongly with the outdoors and their environment, meaning gadgets, entertainment, and ‘cool stuff’, while still on our minds, may be of limited interest compared with everyday needs.  With many Australians spending more time at home during the pandemic, inspiration and fun ideas to make life better have never been more important. Our tried-and-true retailers know how to add to our lifestyles consistently over time. They understand trend-based change in food, fashion, and the home and have been there for us during this experience. Brands such as Coles, Woolworths, Bunnings, and Kmart are embracing the new and helping us as well. Having a go Entrepreneurialism is not just about making something completely new, it’s about having a go. It’s about more than just one good idea – such as a new type of car or phone. Consistency is key and the favourite brands of Australians consistently have a go, winning the favour of consumers more than flashy international brands.  Responding in a timely way Australians like the energy of doing. This means we admire innovation in service.  The pandemic has created high levels of responsiveness from retailers. They have made sure stock is available when demand is high and have taken responsibility for customer welfare. Our trusted retailers have stepped up during troubled times and have made things easier and safer.  Embracing practicality In Australia, every day, practical creativity is admired. It’s not about making something radically different. It’s about making something that is fit for purpose and responds well to everyday functions.  This comes from our history and tradition of being grounded in primary industry and dealing with a harsh environment.  Our everyday retailers get the job done time and time again, demonstrated through examples such as practical yet creative homewares and meal options that appeal to shoppers. As Australians in lockdown will attest, the need to adapt is far from over. Retailers that continue to rise to this challenge will be remembered in the minds of consumers long after we emerge from this health crisis.