Gen Z turns a blind eye to Aussie products

Younger generations of consumers are not sold on Aussie-made products, according to research published by Roy Morgan Research this week. 

Despite 71% of the Australian population agreeing that they try to buy Australian-made as often as possible, under half of Generation Z (those born 1995-2009), say they try to buy Australian-made.

The most die-hard, patriotic consumers are the older generations such as pre- and Baby Boomers, with more than eight out of 10 saying they try to buy Aussie-made products.

Australian Made chief executive, Ian Harrison, told SmartCompany he wasn’t surprised by the research findings.

“The older generations have seen the wheel go round in the good times and the bad times and perhaps have a bit more of an understanding than the younger people of the need to invest back into our own economy and community,” he says.   

“On the other hand, younger Australians have been brought up in an environment that is almost dominated by imports in terms of the type of clothing and electronic equipment that they are buying.”

Harrison says in the lead up to Australia Day it is more important than ever for businesses that consumers buy Australian.   

“The reason Australian consumers should buy Aussie products and produce are twofold, one they get a very good product because our standards are so high, our safety standards, our quality standards, our environmental standards, but the second reason is that they are investing back into the Australian community,” he says.    

“It has been a very tough marketplace for many Australian manufacturers, food processors and farmers in recent years because our costs are very high and the Australian dollar has been very high because of the resources sector.”

Harrison says Australia Day celebrations give the buy Australian campaign a boost in the mid of consumers. 

“The wonderful thing about Australia Day is that many Australians have a patriotic and nationalistic view and that is a characteristic that is not always evident in Australia so we welcome Australia Day and think there’s scope for Australians to make every day Australia Day,” he says.   

Warren Reid, group account manager of consumer products at Roy Morgan Research, said far from consciously deciding to avoid buying Australian-made, younger generations are often given no choice.

“The type of products they buy just aren’t manufactured here, or if they are, they’re more expensive,” he said.


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