Australian Made has introduced a new advertising campaign, using the slogan “It’s never been more important to buy Australian than right now”. Here at Edentify, we wanted to see if this sentiment was echoed across the community. We conducted qualitative research to determine if people are more likely to buy Australian made products; and how they identify products as being “Australian made”.

Many outlined numerous reasons to spend more if it means buying Australian products. There is also an obvious connotation of Australian products being of higher value and consumers are obviously willing to spend more for the perceived higher quality.

Consumers want to feel a sense of contribution, especially given the devastating events Australia has recently endured. Buying Australian made products allows for consumers to contribute to the Australian economy while feeling a self of self-gratification.

However, it is evident that there is confusion on what constitutes an Australian product, indicating an overwhelming need for clarity on product labelling. Many are experiencing difficulties identifying Australian made and owned products, with seemingly misleading labels.

Australian brands must be wary of their messaging and product packaging. Are you as a brand adapting these to align with the resonating desire to support local?

Brands must be clear and concise with their advertising and labelling of their products. Consumers understand that not every ingredient can be sourced from within Australia, but are wanting to know that they are helping the Australian economy bounce back and keep jobs in Australia.