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June 24, 2019

The growing momentum for environmental and social responsibility

Across Australia and New Zealand, companies are talking more than ever about their contribution to greater good – for people and the planet

Corporate social responsibility (CSR) has moved considerably from ‘a nice to have’ to a ‘must have’. Where it was once a voluntary decision of individuals within a company now, we see greater emphasis on mandatory schemes at regional, national and even transnational levels. For those unfamiliar, CSR also includes social and environmental impact and requires companies to consider the interests of all stakeholders when going about day to day operation including investors, suppliers, consumers, employees and the community.

In the current climate, this presents an interesting question for companies who are going to have to strike the right balance across areas like shareholders priorities, the provision of jobs or saving the planet.

​There is no doubt that modern companies have realised the importance of operating and thinking in an ethical and sustainable way. Social impact has evolved from a PR play to an important part of a companies’ strategy. This trend is often in part to also attract top talent as new professionals’ value and even seek out companies where positive social and environmental initiatives are prioritised and social responsibility is part of the company’s ongoing strategy or culture.

​In Australia and New Zealand, CSR programs have become central for many companies. In the early 2000s, one of New Zealand’s largest banks announced its policy to move to triple bottom line reporting, which broadens a business’ reporting focus to include social and environmental impact as well as just the financial. Since then, it has pursued a large range of CSR activities including community contributions (company branded helicopters), as well as environmental initiatives. Recently, green growth lending targets have been set as well as the introduction of electric and hybrid cars – a partnership with Sir Peter Blake Trust which encourages environmental awareness and leadership development. And most recently, this bank has become a living wage employer.

​Seeking to be an industry leader in environmental sustainability, Australia’s largest airline recognises that the cost of inaction outweighs the cost of action. Determined to embed environmental performance and sustainability principles within all management systems, policy and practices, by 2020 they are striving to save 20 per cent on electricity and water consumption, reduce waste by 30 per cent, improve fuel efficiency by 1.5 per cent each year and cut net emissions by 50 per cent come 2050. Having initiatives in the air and on the ground allows them to better achieve their goals of helping protect our environment for present and future generations.

​It has become evident New Zealanders increasingly care about climate change and their concern for the environment with the introduction of the new Climate Change Response Amendment Bill. Colmar Brunton’s Better Futures research (2019) shows us that 55 per cent of New Zealanders express high level of concern around the impact of climate change on New Zealand. This figure has increased a notable 31 per cent from 2010 and as it is argued New Zealand is a progressive country, there is a strong consensus emerging they could play as a global leader with this issue. The Bill means New Zealand will need to dramatically reduce their emissions, particularly from transport, energy and agriculture, and offset the ret through new forestry. If a country like New Zealand can’t do it, who can?

Interestingly, in the latest edition of Isentia’s Leadership Index released in March 2019, New Zealand leaders discussed CSR in 12% of the media coverage analysed, behind financial results at 57%. Potentially a good precursor to what might now be another impressive topical lead for New Zealand. 

​In another study conducted by Business Insider Australia, 77 per cent of consumers said they would choose to pay more to purchase from companies demonstrating community responsibility. This shift is a result of consumers expecting less of institutions and governments in particular. In an era of fake news and celebrity style politics, consumers are looking more to companies to do the right thing by society and are prepared to pay for the peace of mind.

​External-facing reputation isn’t the only thing that needs to be worried about. Engaging in positive social and environmental initiatives can have a big impact on companies, both internally and externally – some of these include:

Increase in company revenue

Boost in employee productivity

Reduced staff turnover

Protected brand value

Improved Research and Development

Controlled risk management

Nowadays, instead of using traditional accounting practices, it is encouraged for companies to look at its success from financial, environmental and social perspectives. Triple Bottom Line (TBL), also sometimes called people, planet and profit measures a company’s success by examining growth from an economic, social and ecological perspective.

Profit – the traditional measure of corporate profit, the ‘bottom line’

People – a measure in some shape or form of how socially responsible an organization has been throughout its operations.

Planet – a measure of how environmentally responsible it has been.

Using this method will continue the success for current and subsequent generations and help leaders build more sustainable and socially responsible companies.

3 ways to leverage CSR

Choose your social and environmental initiatives based on the fit with your company’s strategy and develop long-term relationships with social causes. Use employee volunteer programs, product donations and advocacy support, however, be modest in promoting CSR to gain customer goodwill and third-party promotion as this can detract from the CSR initiative. The key here is it has to be authentic or be perceived as authentic by you key audiences.

Here’s what we know: CEOs, CMO’s and Chief Communications Officers who support corporate social responsibility lead their companies to greater success in comparison to those who do not. Society is demanding companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show it makes a positive contribution to society. With this, reputation, talent and incentives are the 3 key areas we feel need to be nurtured when undertaking a CSR initiative.

1.       Reputation

The benefits of corporate social responsibility are not limited to dollars and cents. Such policies confer other benefits as well, such as a better company reputation. Some companies enhance their reputation through philanthropic actions, supporting charitable causes, arts organisations, education programs and other initiatives in the communities where they conduct business. However, socially responsible policies related to health, safety and the environment also improve companies’ public images which also assists with protecting companies’ brands and intellectual property. A lack of such policies can result in negative media attention, harming a company’s reputation.

Companies operate in a market of opinion. How companies are judged by customers, suppliers and the broader community will have an impact on profitability and success. Corporate social responsibility offers a means by which companies can manage and influence the attitudes and perceptions of their stakeholders, building trust and enabling benefits of positive relationships to deliver business advantage.

2.       Talent

A meaningful and well-executed CSR strategy can help attract and retain top talent in an increasingly competitive human capital market, especially in industries with a large number of customer-facing employees.

With exponentially more choices, candidates judge potential employers on more than just the standard set of benefits. Millennials in particular look to be part of something ‘bigger.’ They want to be inspired, to feel good about their employment choice and to join an organization that fits with their values. This often means seeking potential employers that support causes they are passionate about, or more broadly, that share their views on the importance of giving back. Working at a company where employees view their CSR efforts as positive, has a significant and favourable impact on how they rate their pride in the organisation, their overall satisfaction, their willingness to recommend it as a place to work and their intention to stay.

3.       Incentive

How far do the effects of CSR reach? Can it impact the way customers perceive a company and their products? Companies can incentivise their customers with CSR initiatives to enable a stronger and more passionate and loyal customer base.

​Knowing a company has behaved ethically can cause customers to perceive a company’s product as performing better, known as the “benevolent halo.” Moreover, consumers must believe the company’s motives to be authentically benevolent, rather than merely self-beneficial for the company, and the halo effect is strongest for consumers who believe companies have a desire to act charitably. 

In case there is no CSR strategy currently implemented in your workplace, you can start with some small changes that can have a larger impact on the wider environment.  Start with recycling old tech products, such as old computer parts, old mobile phones, cords and cables and all manner of e-waste that is no longer needed. Recycling paper and printer cartridges are also easy and effective ways to implement positive change around the workplace and is a step in the right direction to making a positive difference.

​​Thankfully, whatever the outcome it looks like the future may be a bit greener.

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15th May 2019 

UN Women National Committee Australia and Isentia Media Intelligence Announce Partnership

UN Women National Committee (NC) Australia is pleased to announce their partnership with media intelligence company Isentia in a joint effort to accelerate gender equality. 

Isentia, in support of the world’s women and girls, are proud to be able to provide valuable media intelligence and reporting to strengthen UN Women NC Australia’s fundraising activities and events throughout the year, including their inaugural International Women’s Day events across Australia.

UN Women NC Australia are pleased to stand alongside a company that aligns with UN Women’s commitment to gender inclusion and equality. Isentia is committed to diversity and inclusion through their policy and practices across the group. Chief Human Resources Officer for Isentia Kelly Young notes, “We believe diversity is our strength. Working together as one team is a core value to who we are and how we deliver to our clients. We continually strive to be a workplace that embraces and values diversity, taking opportunities to share and celebrate our uniqueness.”

Like UN Women’s efforts to promote gender equality, nurturing diversity and inclusion is at the heart of Isentia’s work. “We see the benefits of diversity and inclusion from its contribution in achieving our strategic objectives and enhances our reputation,” continues Ms Young. “It enables us to make more informed and innovative decisions, drawing on the wide range of ideas, experiences, approaches and perspectives that our people from diverse backgrounds, with differing skill sets, bring to their roles. A diverse workplace gives us a better representation of our stakeholders and markets.”

UN Women NC Australia Executive Director Janelle Weissman said of the partnership,

“We are delighted to have Isentia’s support on the path to achieving parity. Gender equality can only be achieved by working together. It is fantastic to have the incredible support of organisations like Isentia, standing with us to empower the world’s women and girls.”


-ENDS-

UN WOMEN NC AUSTRALIA MEDIA CONTACT:
Leisa Quinn (02) 6185 0010, leisa.quinn@unwomen.org.au
UN Women is dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their rights worldwide.

UN Women National Committee Australia is the fundraising and advocacy arm of the United Nations agency for gender equality, here in Australia.

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Media Release
UN Women National Committee Australia and Isentia Partnership

UN Women National Committee Australia and Isentia Media Intelligence Announce Partnership

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When it comes to reputation management, understanding your audience perception puts you a step ahead. Learning your audiences frustrations and what drives them, provides insight into how to positively engage with them. As a PR or comms professional, knowing which audience segment impacts or influences your brand reputation is key, especially when sharing messaging.

Reputation is important at the best of times, yet throughout the pandemic, pharmaceutical companies gained the media spotlight whilst their reputation was under scrutiny. As a result, they had to act swiftly and develop new vaccines for immediate and long term use on a global scale.

How do audiences perceive the pharmaceutical industry?

Since the pandemic, we've learned companies are expected to lead. Large companies that failed to take significant actions lost reputation. Those that acted on the opportunities presented to them, flourished. To build or maintain a positive reputation, companies needed to become agile and evolve their operations. 

By using media monitoring and audience intelligence tools, brand reputation and audience perception can be tracked and managed by monitoring traditional and social data, news and industry-specific artificial intelligence (AI). 

Audience perception comes from customer experience, functionality and reputation across mainstream and social media conversations. With social media being an unfiltered platform, it can be hard for brands to control their narrative. However, when you know what your audience is saying about your brand, you can better understand the influential voices and outlets leading the conversations. Monitoring traditional and social media allows you to:

The change in audience sentiment

As an industry that’s responsible for the research, development, production and distribution of medications around the world, having a positive reputation is invaluable.

Pharmaceutical companies frequently use social media to communicate health concerns, new advancements and potential outbreaks. Furthermore, they have been in the spotlight for the past 24 months, helping a society navigate through COVID-19 and out of lockdowns.

The pandemic led to a rapid change in public sentiments over a short span of time. People expressed sentiments of joy and gratitude toward good health, yet sadness and anger at the loss of life and stay at home orders. 

It’s important to understand audience perception toward health-related content, and how your audience perceives the news you share or is shared about you. As the world turned to pharmaceutical companies for vaccines, heightened media coverage meant the public were listening, watching and paying more attention than ever before. This gave those companies the opportunity to redefine what they stand for.

Australian trust in pharmaceutical companies versus global country average. Source: Ipsos and Statista

The role of social media

Historically, the sector had been tarnished by bad publicity. However, the Ipsos Global Trustworthiness Monitor 2021 report revealed pharmaceutical companies are now seen as more trustworthy than they were three years ago. 62% of Australians say they trust pharmaceuticals, in comparison to a global country average of 31%.

Social media intelligence plays an important role in how audiences discover, research and share information about a brand or product. Pharmaceutical companies need to continue their connection with their audiences, through storytelling. With this, they can influence a positive narrative and maintain the positive shift in reputation.

During the pandemic, Pfizer dominated social media. On Twitter, Pfizer was the most mentioned company compared to other competitors during the same period. Conversations about the actual brand were not as popular as vaccines, yet social media buzz was inline with Pfizer's consequential milestones and notable events during the pandemic.

Audience perception on twitter

With company mentions of this calibre, there’s no denying the number of conversations involving pharmaceutical companies. Audiences are talking in an unfiltered manner. Whether it's about their credibility, reputation, or the effectiveness of treatments, there’s no escaping the global conversations about the pharmaceutical industry.


Companies cannot afford to ignore conversations that could influence their reputation. Rather than treating it as something beyond their control, using reputation management tools within a media intelligence platform can assist in rolling out a more effective and efficient comms strategies on both traditional and social media.

The power of audience perception

A recent study on Eczema & Atopic Dermatitis by our sister company, Pulsar, shows a topic that is considered an intensely private conversation, has since moved online. An analysis was performed on the relationship between influential figures and wider audiences.

The below chart shows what the engagement metrics look like for the 19 most-engaged with accounts describable as either dermatologist, esthetician, medical doctor, nurse or pharmacist. 

From this chart it tells us dermatologists hold authority in this conversation with three of the highest engagement tallies originating from dermatology accounts. This suggests their audience trust their expertise and are favourably perceived.

Comparing the mentions and engagements of the top 19 influencers, by engagement, in the atopic dermatitis and eczema conversation. Sept 2020- Oct 2022. Source: Pulsar TRAC.

Audience perception on twitter
Audiences engaging in the conversation around both eczema/atopic dermatitis and medicalised skincare on Twitter, set against the more general eczema/atopic dermatitis conversation over the same period. Sept 2020 – Oct 2022. Source: Pulsar TRAC.

The above chart shows a comparison analysis on audiences engaging in conversations around both eczema/atopic dermatitis and medicalised skincare on Twitter. This is set against the more general eczema/atopic dermatitis conversation over the same period (Sept 2020 - Oct 2022).

Healthcare professionals remain a significant presence. Viewing the two audiences alongside each other:

  • Young black communities cohere into the single largest community.
  • LGBTQ+ communities emerge as a far greater presence in the wider conversation. 

From this study, we can see there is a seamless loop between conversation analysis and audience segmentation. This allows for a dynamic view of how each community talks about a topic differently. 

3 pillars to consider when repairing brand reputation

1. Be active and engaged on your social networks to help control the conversations. Turning the mythology around can be difficult, but with a compelling or positive evergreen story, it can change the perception audiences have about your company.

2. Monitor what is being said. Negative news gets more attention. This creates unwanted negative conversations and commentary. Tracking analytics, such as media mentions, share of voice and media outlets with a media intelligence solution allows you to keep a vigilant eye on the type of media coverage you’re receiving. When repairing a negative reputation, at least 35% of the company’s share of voice should involve company representatives.

3. Create a recovery roadmap to deliver on business improvements. Be transparent and authentic when it comes to communicating to customers and stakeholders. This will help with rebuilding trust and repairing your reputation. 

When a company needs to repair their reputation there is a need to use sources of traditional and social media. These will form the pillars of their repair strategy. These pillars can support a comms strategy with real-time data, identifying what's working and what isn’t.

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Blog
Reputation Management: How Important is Audience Perception?

Reputation management is crucial for any brand. With unfiltered social media, it is critical to understand your audience perception.

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Image of falling stock prices in a crisis on a blue background

In today's fast-paced world, audience intelligence is critical to crisis management. By understanding who your audience is and what they want, you can more effectively manage a crisis. 

The constantly changing landscape of the internet and social media can make it difficult to stay ahead of the curve. Additionally, the vast amount of data available can be overwhelming and make it difficult to identify the most important information.

Getting a hold of the narrative in the media is crucial. It's inevitable that at some point, your brand will receive negative press. Whether it's a simple misunderstanding or a full-blown crisis, bad press can have a serious impact on your brand's progress. 

Surviving a crisis: Optus & BeReal

Crisis management bar graph of Optus data breach mentions in the media
More than 100,00 mentions of Optus in the media since the data breach announcement.

On 21 September, there was a data breach of telecommunications company Optus where many of its customers’ information were compromised. In response, the company adopted a cautious and controlled approach in delivering its external communications. 

However, the approach allowed the media as well as social media to swirl negative narratives about the company’s “inaction”. In the three weeks after the announcement that its databases had been hacked, there were more than 123,000 mentions of the company in the media. 

In this instance, addressing a crisis quickly to minimize the impact on your business is critical. Seeing a spike in media coverage becomes a good barometer of how negative sentiment can escalate against your brand. 

In another example, rising social media app BeReal suffered a shutdown in September. The app focuses on users being authentic in their posts by prompting them to post pictures of themselves at random times of the day. With almost 15 million downloads of its app in September alone, the shutdown caused a stutter in its communications approach.

Image of BeReal tweet on shutdown
Source: Twitter

With a single tweet acknowledging the shutdown of its service, users were left puzzled as to what had happened. Media queries were left unanswered. This silence by the social media platform led to high-profile news sites such as Yahoo and TechCrunch covering the shutdown. 

This is a highly risky communication approach in an extremely competitive market of social media platforms. Social media giant TikTok rolled out its version of BeReal while Instagram has begun testing the function. 

Image of tweet on BeReal shutdown and crisis management
Source: Twitter

The lack of transparency during a crisis such as a shutdown can lead to negative publicity and a loss of trust in the company. If users are not given clear information about why an app is shutting down, they may feel ‘lost’ and ultimately lose them as users

7 things to consider for your crisis management strategy

While it's impossible to completely avoid negative press, there are steps you can take to manage it and protect your brand's reputation.

1. Acknowledge the crisis & remain transparent

In the hyper-speed age of information-sharing and social media, it's more crucial than ever to be open and honest with your audience. 

When something goes wrong, don't try to hide it - own up to it and let people know what you're doing to fix the problem. 

Being open and transparent will help build trust with your audience and show that you are committed to making things right.

2. If it happens in your industry, it's your crisis

When a crisis strikes your competitor, there is no time to revel in their troubles. On another day, the crisis could happen to your brand and the scrutiny would be as intense as it was for your competitors. 

Take notes of what is happening in the media and quickly facilitate actions to counter any possible scrutiny that might come your way. These actions must be part of your crisis management plan.

3. Anticipate and monitor the crisis

In the high-speed world of audience intelligence, crisis management is essential to protecting your brand. Rapid response and proactive communication are key to mitigating the damage of a negative event. 

By monitoring the conversations online and identifying potential risks, you can take steps to prevent a crisis before it happens. If a crisis does occur, having a plan in place will help you quickly contain the situation and protect your organisation's reputation.

Make sure you have a media monitoring function so that you can monitor the escalating spread of news. Additionally, a social media intelligence platform can identify topical discussions your audience are engaged in.

4. Don't argue, trivialise or act defensively

Crisis management is the process by which an organisation deals with a major disruptive event. It's critical to remember that in a crisis, your audience is seeking reassurance and guidance on the issues.

Therefore, it's essential that you don't argue, trivialise or act defensively. Instead, you need to be calm, informative and decisive in your actions. This will help to instill confidence in your audience and allay the media pressure to give you space to address the crisis.

5. Keep it short and sweet

The message you send out must be brief and informative in order to effectively manage the crisis. Getting involved in a large-scale debate is not advisable because it distracts your focus from finding solutions. 

A brand crisis can be a very difficult situation to navigate. Your audience is interested in what you are going to do next and what will happen to them. It's important to keep your audience updated on what is happening and what you are doing to resolve the issue.

6. Address your most important audience

In the event of a crisis, it's essential to quickly identify your key audiences and address their concerns. For a fast-moving consumer goods or a services organisation, the customer comes first because they are the primary audience of interest. 

It also depends on what type of crisis it's. If there is a workplace safety and security matter, it's better to address your employees first and reassure them on resolving the crisis. 

Ultimately, it's best to identify key audiences and have various sources of information to implement this preemptive approach. From discovering communities in social media narratives to stakeholders of your business, keeping the flows of communication open is a priority.

7. Keep authorities and the media on your side

In the event of a crisis, it's essential to effectively communicate with the authorities and the media. Provide updates to the media and work with authorities to ensure that they are kept informed of the situation. By having a good relationship with them, the crisis is managed effectively and the negative impact on your business is minimised.

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Blog
Crisis management with audience intelligence

Crisis management is crucial for any brand. In today’s social media-driven world, a brand crisis can quickly spiral out of control.

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Next week’s Federal Budget has many Australians wondering how they will be affected. 

The government has strongly advocated for building a more resilient economy than their predecessors, yet in recent months, the economy is suffering due to a rapid rise in inflation. This has pushed up interest rates and is squeezing the cost of living with both consumers and businesses feeling the pressure. 

Following groceries, the leading financial stressors for Australians are petrol, rent, mortgage payments and energy bills. And just to make ends meet, Aussies are making more considered purchases, seeking higher paying employment or working multiple jobs. Australians are already anxious about inflation with growing concern there’s no end in sight. 

Will the government restore their trust in Australians and keep their pre Federal Budget promises?

Cost of living crisis

Latest data from CHOICE’s Consumer Pulse survey, revealed that cost of living pressures are a major concern, with 90% of Australians seeing an increase in their household bills and expenses over the past year. 

Inflation pressures are intensifying and the Reserve Bank of Australia (RBA) continues to drive up interest rates - their highest level in 7 years. The government has promised a long-term and sustainable approach to cost of living support in the form of a relief package. 

Concerned about their mortgage payments, up to a third of mortgage holders could struggle to keep up with future repayments, with younger generations particularly concerned about surging interest rates. 

Using Isentia data, during an eight week period from early August to early October 2022, 18% of Australia’s front pages featured cost of living stories. Even in a time of large local and international news such as the war on Ukraine and the Optus security breach, the cost of living crisis was still making front page news.

According to Pulsar data, anxieties around the cost of living, peaked following the RBA's interest rate announcements on 4 September and 4 October. For the sixth consecutive month, Australians have had to tighten an already lean household budget.

Apprehensions around security increased on 24 September as a result of the Optus security breach and again on 10 October when the government announced changes to the country's defence projects.  Also on 10 October, cost of living concerns spiked after growing speculation surrounding the Stage 3 tax cuts being recalibrated. Australians also felt a heightened sense of unease after the announcement of a future surge in energy costs, following a recent  35% rise.

Topics causing anxiety this Federal Budget
Anxieties surrounding topics mentioned by the government. Source: Pulsar

Childcare fees are at their highest in 8 years, with child care subsidies failing to keep out of pocket costs to a minimum. On 16 September, conversation around child care spiked, as Treasurer Jim Chalmers promised to reduce the cost of childcare, yet pledged to keep spending restrained in light of budgetary constraints. 

As part of the cost of living relief package, this reduction won't come into play until mid 2023. Can Australian families wait this long?

Problematic climate conditions such as excessive rain and floods are leading to localised food price increases and diminished food quality. Even in the same area, poorer households are faring far worse than affluent counterparts. Across the board, there has been  a surge in the cost of fruit and vegetable prices (7.3%) and meat, seafood and bread rising by 6.3%

On top of these climate issues, labour shortages in both warehousing and transportation have resulted in added disruption to the supply chain. Freight costs are on the rise, putting intense pressure on importers and exporters. 

Are Aussie consumers looking at a continued supply chain that is more disruptive than the 2020 toilet paper shortage? The rise in the cost of living weighs on households' spending, and Australians are seeking alternate ways to make extra cash.

The thrifty shopper

As the cost of living rises, many Australians are seeking alternate ways to make or save cash; trimming budgets where they can; cancelling home entertainment subscriptions, and reducing insurance coverage for lower fees to name a few. Purchases at all levels are becoming more involved and highly considered, with discounts heavily sought after.

As Millennials and Gen Z shoppers are gaining more buying power, their passion for sustainable commerce is stronger than ever. Selling personal items to make extra cash has been on the rise with retail e-commerce platforms such as Facebook Marketplace and ‘Recommerce’ platforms like AirRobe, are booming. Not only are Australians becoming more financially savvy, they are conscious of the need to ‘reduce, reuse and recycle’ - a criteria these platforms adopt.

Following the money

There’s no doubt that inflation is changing salary expectations. And for those in industries where movement and remote working is possible, many Australians are following the money.

Data from the Reserve Bank of Australia, shows organisations have reported higher rates of employees leaving to achieve higher pay packets as a way to provide temporary relief for  the rise in cost of living. Interestingly, this higher voluntary turnover was especially concentrated in professional services. 

In response to labour shortages, organisations are implementing a range of non-base wage strategies - e.g bonuses, flexible work practices, more internal training and hiring staff with less experience, as opposed to increasing base wages.

Australian Bureau of Statistics (ABS) figures also show Australians are taking on multiple jobs, as full-time work forces employees to juggle several roles to make ends meet. Although multiple job holding is more common in low-paid industries, a record high of 900,000 people held multiple jobs in the June quarter of 2022. 

This is an increase of 4.3 per cent from the previous quarter and is a reflection of wages growth stagnating and nominal wages barely keeping up with consumer prices. The result; people needing to work more hours to make ends meet. 

Using data insights from Pulsar, wages is one of the ‘most anticipated’ topics in this year’s Budget. The Wage Price Index (WPI) rose 0.7 per cent in the June quarter and 2.6 per cent over the year, which represented a substantial fall in real wages given inflation rose 6.1 per cent last quarter. 

Social media conversation around wages is evolving with other indicators suggesting wages are still climbing alongside extreme uncertainty surrounding global growth and rampant inflation. 

Will Australians see more dollars in their pocket after the Budget is handed down?

The "most anticipated" topics in this year's Federal Budget.
The "most anticipated" topics in this year's Federal Budget. This is a visual representation of the conversation frequency of topics over time. Source: Pulsar

Australians taking action

With Australians taking a greater interest in living a sustainable lifestyle, the government and organisations are prompted to influence the lever of positive change and create actionable outcomes.

Despite a great deal of politicians pledging change, governments are often swayed by the media and public opinion which can derail policies wanting to address complex, longer-term challenges. Millennials and Gen Zs have long pushed to see societal and economic change. 

Results from the 10th Annual Deloitte Global 2022 Gen Z and Millennial Survey shows they are increasingly becoming more politically involved. These influential cohorts are progressively showing interest in political issues, and turning to social media to discuss their opinions. Moreover, they are consciously making calculated career decisions and spending their money with organisations who share the same values.

The top keywords used by key communities discussing the Federal Budget online and social media.
The top keywords used by key communities discussing the Federal Budget online. Source: Pulsar

Social engagement shows left wing millennials are showing concern over the budget and economic issues, with Treasurer, Jim Chalmers gaining the most chatter. Similarly, baby boomers are equally vocal, using the same keywords as millennials but they also seek strong leadership and a strong economy.

For younger demographics, their interactions or relationships with organisations is dependent on the organisation's treatment of the environment, their policies on data privacy and their position on social and political issues. 

For governments, tackling environmental, economic and social issues and their impact requires a huge transformation across all sectors. Market forces alone will not solve the problem, and the onus is on governments to take a lead to meet the sustainability challenge. 

The October Federal Budget is an opportunity for the government to show they are the lever of change by creating actionable outcomes and a positive impact. Australians are concerned for the welfare of the country and previous governments have fallen short. 

The government promises to back clean energy and build new renewable infrastructure across the country, will they succeed or disappoint?

The Federal Budget can be an overwhelming time, with an abundance of promises and policies, it can be hard to stay on top of the latest news. We have a comprehensive range of political news services available to help you navigate the political media coverage at this October Federal Budget. Want to learn what’s being said at this Federal Budget?

Click here to start navigating the announcements that may impact your organisation.

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How concerned are Australians about the Federal Budget?

The upcoming October Federal Budget has many Australians wondering how they will be affected. 

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