Rise of the purpose-led economy

As part of an extensive review of the Queensland brand, TEQ partnered with global brand and insights consultancy Landor, to explore global consumer trends and innovative brand strategy and positioning. The findings shaped the development of the travel for good purpose-led brand position. Key insights included:

Transformational travel directly responds to consumers changing expectations and represents an opportunity to gain a competitive advantage in a shifting consumer landscape.

• Global consumer research* shows travellers are increasingly seeking purpose-led brands that align with their personal beliefs, authentically demonstrate progressive values and spark meaningful change in society

• Brand purpose is particularly important for Gen Z and Millennials, with future generations expected to follow

• Queensland can authentically own the travel for good position and gain a strong competitive advantage through transformational travel experiences

In a post COVID-19 context, the opportunity is unchanged to appeal to travellers heads and hearts, emotionally engaging with their desire to be changed by the experiences of Queensland and to appreciate and safeguard the places they visit.

*Spotify & Culture Co-op Global Research (2019) Culture Next Trends Report – using first-party data from 4,000 respondents across eight countries, including Australia; Accenture (2018) To Affinity and Beyond: from Me to We, The rise of the Purpose-led Brand – A global survey of nearly 30,000 consumers; Booking.com (2018) Sustainable Travel Report – Survey of 12,134 respondents across 12 markets, including Australia.

HOW HAS QUEENSLAND’S BRAND EVOLVED?

The evolution of the Queensland brand.

What the Queensland brand promises travellers. Brand principles in practice.