Where the heart is

July 14, 2007

Advances in communications technologies and the proliferation of the internet has dissolved the traditional boundaries of time and space and has come and to be one of the defining features of modern society. However, research by STW Communications Group reveals that while these advances in technology have created an interconnectedness like never before, many Australian's lack the feeling of local connection.

81 per cent of those surveyed believed that the feeling of belonging to a community was important and 71 per cent believed close communities were lacking in today's society. These statistics go hand in hand with other findings of the research; 62 per cent of respondents prefer to shop locally, 91 per cent will purchase a brand that supports local community and 60 per cent have a greater trust for local rather than imported products.

For marketers these findings highlighting the importance of making the origin of a product clear to consumers. Furthermore they highlight the desire that consumers have for the local. This desire is explained by STW Communications Group chief strategy officer Mary Winter as a basic response to the 'chaotic and infinite nature of the world.' With technology bringing remote events and issues to our doorsteps, Winter believes consumers are increasingly finding a sense of security from purchasing local products.

Trendwatching.com researchers also note that local products also have the advantage of being more environmentally friendly. These products create less pollution as they require less transport- something that is also important for the modern consumer with an increasingly heightened environmental conscious.

Number of Mentions in original article: STW Communications Group (1), trendwatching.com (5)

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