The Growth Distillery, in collaboration with The Research Agency, has released a study titled 'Needs of the Nation'. The study aims to assist marketers in unlocking growth by identifying and prioritising social issues that resonate most with Australians. The study provides actionable steps to enhance corporate social responsibility (CSR), improve brand reputation, and deliver greater impact.

Key findings from the study suggest that brands need to close the expectation gap by playing an active role in social issues, anchoring to Australian beliefs, and tailoring messaging to the mindset of their audience. The Growth Distillery, an independent research think-tank powered by News Corp Australia, conducted the study involving a national survey of 6000 people and over 250 hours of listening and immersion.

Sabrina Chan, Head of Audience Growth at The Growth Distillery, emphasised the changing expectations of consumers. "Today's consumers expect more from brands - they want to see real commitment to the big issues that are affecting them. When done authentically and with the consumer in mind, CSR efforts can be a powerful lever to help drive positive impact and sustainable growth that resonates far beyond the bottom line."

The study's extensive methodology was highlighted by Terri Hall, Managing Partner at The Research Agency. "Through expert consultation, a significant national study of 6000 people and over 250 hours of extensive listening and immersion we identified clear guidance on the nuanced ways brands can show up for the many cohorts of people they serve. The scale of this work, and grounding in the psychology of Australians, is what sets it apart."