Gen Z not sold on local products


0417DF938B9ECE5BB023623F34A8DCD253CA4CB2Despite a healthy majority of the Australian population agreeing that they try to buy Australian made as often as possible, it’s not always easy for them to put their money where their mouth is, according to new research.

A study by Roy Morgan found the most patriotic consumers are the older generations such as Pre-Boomers and Baby Boomers, with more than eight out of 10 saying they try to buy Aussie made products.

The younger generations are less likely to agree, with under half of Gen Z agreeing they try to buy Australian made.

“Over the last decade we’ve seen many Australian owned brands close their doors, or be sold to overseas companies,” Warren Reid, group account manager – consumer products, Roy Morgan Research, said.

“In our increasingly globalised society, the classic ‘True Blue’ Aussie spirit is not as pervasive (or influential) as it once was, particularly among the younger generations who’ve grown up accustomed to a marketplace where Australian made is just one of many options. Whether it’s mobile phones, clothing, or household items, most are labelled as being made overseas.


“Far from consciously deciding to avoid buying Australian made, younger generations are often given no choice: the type of products they buy just aren’t manufactured here (or if they are, they’re more expensive). This is especially pertinent when considering the younger generation’s enthusiasm for high-tech items such as Apple products

“The segments of the population most likely to buy Australian made wherever possible not only tend to be older, but often live in rural areas. Roy Morgan’s in depth profiling tool Helix Personas shows that mature country-dwellers such as rural rewards, country conservative, and rural traditionalists rate highly in this respect.

“With Australia Day around the corner, it’s a good time for all of us to think about the products we’re buying: where they’re manufactured, and whether there’s a locally made alternative. The ‘Australian Made’ logo is always a good indicator; their website is also a useful reference for consumers keen to buy local goods.”

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