Forethought Mind and Mood Pulse – September 2021

Forethought's September Mind and Mood Pulse has revealed a developing ‘Vaccinated Economy’ bonus - with 1 in 3 Australian consumers claiming they would spend more money at a business that mandates vaccinations for its staff

Analytics, Customer Experience, Creative Efficacy

Forethought Mind and Mood Pulse – September 2021

Posted 05 Oct 2021
September Chart

As the realisation that mass vaccination is the only pathway out of ongoing pandemic restrictions gathers pace, a significant number (36%) of Australian consumers are prepared to vote with their wallets for compulsory vaccination of workers.

Forethought’s September Mind and Mood report has revealed many Australians are now backing plans for a post-lockdown ‘Vaccinated Economy’[1], as has been foreshadowed by Victorian Premier Daniel Andrews and supported by Prime Minister Scott Morrison.[2]

The support for prioritising companies with vaccinated workforces is strongest in New South Wales, with almost half (44%) claiming they would spend more of their money at a business that enforces vaccine mandates for staff.

Forethought General Manager Rachel Edwardes said: ‘For organisations grappling with the decision of whether to mandate that their frontline staff are vaccinated, this data suggests that Australian shoppers would generally support that decision, with 36% indicating they would spend more with organisations that take this action. Less than 10% of Australians said they would penalise a business for mandating employee vaccination”.

For organisations grappling with the decision of whether to mandate that their frontline staff are vaccinated, this data suggests that Australian shoppers would generally support that decision

‘This early indication of Australians’ attitudes toward businesses attempting to ‘keep them safe’ with staff vaccine mandates suggests a consumer preference toward companies with vaccinated workforces may increase – particularly when the benefits of being involved in the ‘Vaccine Economy’ for both businesses and their customers become clearer in New South Wales and Victoria post lockdown’.

Ms Edwardes continued: ‘From a consumer confidence perspective, if Australian businesses do implement the mandate, there is an opportunity for their marketing and customer experience strategies to incorporate reminding customers that they are/intend to be a part of the ‘Vaccinated Economy’.

Most Australians are aligned on easing restrictions and opening up at 80% fully vaccinated; there are still 20% of people who feel comfortable opening up the country now. Interestingly, almost 60% of Western Australians are not comfortable or not until 90% fully vaccination to open up / ease restrictions.

To find out more, download the full report above

ABOUT THE RESEARCH

In our Mind & Mood study, Forethought has been tracking Australian’s sense of Normality since 27 March 2020 when our world was first shocked by the COVID-19 pandemic. We have been taking a regular pulse of national mind and mood and have now surveyed nearly 20,000 Australians.

ABOUT FORETHOUGHT

Forethought is a leading customer and marketing analytics and strategy advisory firm.

Forethought, with the largest marketing science team in Australia, partners 80 clients in Australia to drive customer and market share growth via providing the evidence and CMO advisory support focused on customer acquisition and retention strategy and market share growth. In North America, Forethought partners with the fastest growing airline, JetBlue as well as several category leading brands.

For more information please contact:

Rachel Edwardes, GM Marketing 0401 752 663

James McNeill, Marketing Manager 0431 375 023

[1] https://www.abc.net.au/news/2021-09-06/daniel-andrews-vaccine-passport-double-vaccinated/100435606

[2] https://www.afr.com/markets/equity-markets/the-vaccinated-economy-will-be-very-different-20210905-p58oxk