LEOTY PRESENTER Ashely Fell – McCrindle

Leading and innovating in rapidly changing times

by Ashley Fell, Director of Advisory, McCrindle

2020 was a year unlike any, with vast social, political, global and cultural change shaping a different reality. As we look to the future, it is important for the storage industry leaders to have foresight and see things not just as they are but as they will be. So, what can we expect to see change in the year ahead?

Demographic transitions

After a couple of centuries of population growth, we will continue to see a slow of population growth across Australia and New Zealand in the coming years. Closed international borders have halted the growth from migration – which has been the most significant contributor to population growth in Australia and New Zealand. Additionally, population change presents new growth areas due to shifts occurring from ageing populations, emerging household types, new segments and growth regions.

Digital integration

Technology is developing faster than ever before and is shaping consumer habits in ways previous generations have not experienced. Organisations have had to adapt to change in mere weeks instead of years to keep up with consumer demand for simplicity, personalisation, and customisation in greater digital integration times.

The rise of the regions, return to local and the future of work

The de-coupling of work and the workplace location has given rise to people’s interest in the appeal of regional areas. This signifies a shift away from the capital-city-centric nations Australia, and New Zealand have been. Regions have always had lifestyle advantages, and now they have employment benefits too, with working from home becoming part of the new normal. As people spend more time at home and less time commuting into the cities every day for work, we will increasingly see people stay within their local community for services and entertainment.

Housing redefined

Our research has shown that half of Australians are planning to look for a new home to rent or buy in the next two years that incorporates more of what they value. Those living in apartments and who worked from home in 2020 are more likely to say they have a desire to move.

As homes continue to facilitate different purposes, and with more people (and different generations) living under one roof, we can expect to see an increase in the need for more indoor/outdoor space, a study and less common areas. In these times of greater mobility, the storage industry has an opportunity to create and market services that are simple, easy to engage with and meet the needs of people moving more frequently.

“In these times of greater mobility, the storage industry has an opportunity to create and market services that meet the needs of people moving more frequently.

The focus on wellbeing

After a decade of digital disruption, screen saturation, 24/7 expectations and always-on technologies, people struggled to find a sustainable pace Ashley Fell is a social researcher, TEDx speaker and Team Leader of Communications at the internationally recognised McCrindle. As a trends analyst she understands the need to communicate with the emerging generations to effectively engage with them. From her extensive experience in media and communications, Ashley advises on how to achieve cut through in message-saturated times. Her expertise is in how to communicate across generational barriers.

of life. Then came COVID-19 and the resulting lockdowns. While the pandemic brought anxiety, health concerns and financial impacts, it also provided an opportunity for people to rebalance their lives. In the coming years, people will look for ways to maintain a slower pace of life, more significant work/life integration, time savings and a focus on their wellbeing.

Telling the storage industry story

Consumers today have increasingly high expectations of how information and marketing is presented to them. In a time of message saturation and information overload, organisations that can tell a story that creates interest is informative, instructs and inspires their audience can cut through in these changing times. We are at a unique point in history, with a vast amount of change taking place and impacting how people engage with products and services. Organisations that can respond to the changes, refocus rather than just resume and reimagine their product offering in the new normal are the ones that will thrive in the years to come. l