Insights for Government/NGOs

The good of society stems from deep insights and a holistic view of society; and the consequences arising from our consumption and behaviour.

Our research uses a variety of methodologies to understand how policies and procedures can impact behaviour, and future projections can be influenced by better understanding at a grass roots level how marketing, advertising and government can impact society and brands.

To discuss this further, please contact Professor Francis Farrelly.

Case study: The socio-cultural embeddedness of alcohol consumption in Australia

Situation

Alcohol is entrenched in nearly every facet of Australian life, often associated with rituals (events) and in the form of habits that provide structure, comfort and generate identity and belonging.

And unfortunately, drinking is most likely to become excessive when socialising because it is expected.

Approach

A two-stage research study was conducted in an online research panel of 187 Victorians (18-35; 31-60) over a three-month period.

The aim of the qualitative research was to gain rich insights into how drinking fits into the lifestyle of Victorians, to identify how people see themselves in drinking segments and to explore the role of media and messaging around drinking.

Findings/Outcome

There is a strong moral, cognitive and Institutional fit between drinking alcohol and life as an Australian.

While the risk of heavy drinking is clearly recognized, there is no legitimate Non or Moderate drinking lifestyle in Australian culture that people can identify with. 

Advertising messages have also not been influential for different reasons  - especially when the Government says “avoid” but there are fewer socially acceptable ‘reasons’ to drink less.