Bastion Collective report tracks Australians’ escalating worries as pandemic takes a toll

The 22nd Bastion Collective report tracking sentiment during the pandemic has revealed most Australians are pessimistic about life returning to normal anytime soon, more concerned about the economy than their personal circumstances or community health, and more worried about getting travel refunds or stuck in quarantine than catching COVID.

 

The national Adapting to the New Normal Wave 22 report shows concerns returning to 2020 levels for the first time.

Says Dianne Gardiner, founder and executive director, Bastion Insights: “Sixteen months into the pandemic Australians are struggling to find a rhythm in a new normal of snap lockdowns. For the first time in over 12 months, our report shows most people across all states feel COVID is still significantly impacting their lives.

“The challenge for marketers in a drawn out pandemic becomes understanding how their audiences and customers are feeling, changing and reacting to a raft of concerns and worries over an extended period in order to engage with them sensitively, appropriately and effectively.”

Interestingly, Australians are more concerned about the economy (60%) than they are about their own circumstance and family (45%) or the health of others and the community (55%).

Fretting for the future

Says Peter Harris, co-CEO Bastion Insights: “Australians are increasingly worried about our future. Perhaps most concerningly, eight in 10 Australians believe COVID will be significantly impacting our lives to 2023 or beyond. More than one in three Australians believe COVID will still be significantly impacting our lives to 2025 or beyond, while 14% believe we will never live free from the significant impact of COVID again.”

Females (85%) are more pessimistic than males (75%), while Australians aged under 30 are more positive than their older counterparts.

Wellbeing Worsens

Mental health and wellbeing indicators of psychological distress have significantly increased since the last wave report in March 2021.

Almost three in 10 (28%) said they felt anxious most or all of the time in the previous week, 26% felt everything was an effort most or all of the time and 22% felt nervous most or all of the time.

Alarmingly, 17% felt hopeless and 13% so depressed nothing could cheer them up.

Dollar doldrums but job hope

When it comes to money, one in five Australians (20%) are extremely or fairly worried about their financial situation. Three in four Australians (74%) report some degree of worry, with just 27% not worried at all.

Despite their financial concerns, two in three Australians are confident about their employment over the next 12 months.

Living local the new normal

Even before extended lockdowns in NSW and Victoria introduced limits of movement, there was no doubt people were spending more time closer to their homes across the week than pre-COVID.

Pre extended lockdowns, one in two Australians (50%) were spending 80% or more of their time during the week within 5km of their home, compared to 45% in March. On weekends, 44% were staying close to home, compared to 37% in March.

Importantly for local business, that’s where Australians are opening their wallets too, with more than one in three Australians (36%) spending 80% or more of their discretionary income within 5km of their home, up from 20% before COVID.

When we’re not shopping local, we are spending more time and money online shopping, with more women (61%) than men (51%), and younger demographics, especially 18-39s, getting the digital tills ringing.

Says Ali Dexter, co-CEO, Bastion Insights: “The challenge for brands online is their ability to offer choice and convenience whilst authentically tapping into local community.”

Short breaks dominant travel plans

Unsurprisingly, lockdowns are increasing concerns around planning and booking travel.

Surprisingly, Australians are far more concerned about getting stuck because of snap lockdowns (83%), having to quarantine (81%) or getting a refund for a cancelled holiday (78%) than they are about the risk of getting COVID (44%).

That has made short intrastrate holidays the most popular option for those intending to travel in the next 12 months, followed by a longer intrastate break. Those intending to travel interstate plan to take a long holiday when they are allowed.

When restrictions allow, we’re heading to the regions more often. One in three Australians has spent more time in regional areas of their state in the past six months, with younger Australians leading the charge (46% of those aged 18-29).

NSW (43%) and South Australian (39%) residents have spent more time regionally than those in other states.