If there’s one thing I’ve realised working in marketing in Australia, it’s that nothing ever stands still. The tools change, the platforms change, and honestly, sometimes the audience changes faster than I can keep up. But at the heart of it all, marketing here is still about people—real people with busy lives, short attention spans, and a pretty good nose for anything that feels fake.
People Don’t Want Perfection — They Want Real
One of the first lessons I learnt was that Aussies can spot a rehearsed sales pitch from a mile away. We’re a pretty down-to-earth crowd. If a brand tries too hard or pretends to be something it’s not, people will call it out straight away.
Some of our most successful campaigns came from moments that weren’t polished at all—like a behind-the-scenes photo that wasn’t meant to be shared, or a staff member on video who stumbled over their words and laughed at themselves. Those little imperfections made the brand feel human.
The Digital World Isn’t Everything (But It’s Close)
I remember when Instagram was just a place to post badly lit photos of your lunch. Now it’s basically a full-time job for half the country. TikTok came along and changed the pace again—suddenly everything needed to be faster, funnier, and more creative.
But here’s the thing: even though digital is massive, face-to-face still matters. A friendly chat at a stall, a great in-store experience, or even a follow-up phone call can make a bigger impact than a perfectly targeted ad. The magic happens when both worlds work together.
Aussies Care About Values (And They Notice When You Fake It)
You can’t talk about marketing in Australia these days without mentioning sustainability. People genuinely care about it. They want to know where their products come from, how they’re made, and whether the company behind them is doing the right thing.
But if a brand talks about being “green” and then wraps everything in plastic, people will notice. Authenticity isn’t just a buzzword here—it's survival.
Our Diversity Is a Strength, Not a Box to Tick
One of the most rewarding shifts I’ve seen is how marketing has become more inclusive. Australia isn’t one big homogenous group—it never has been. When campaigns reflect the diversity of our communities, people connect with them in a deeper way.
I’ve worked on projects where simply changing the language, the imagery, or the cultural references made all the difference. It’s not about ticking a box. It’s about recognising the people who actually live here.
The Future? Honestly, Who Knows—But It’s Exciting
If I’ve learnt anything, it’s that predictions in marketing age about as well as milk left in the sun. But I do know this: the brands that will thrive are the ones that stay curious, stay human, and stay connected to their audience.
Technology will keep evolving—AI, AR, automation, all of it—but at the end of the day, people still want to feel understood. They want to feel like there’s a real person behind the message.
And maybe that’s the one thing in marketing that never really changes.