Fairness is a core value for both Australia and New Zealand. It’s part of our shared lexicon – “Fair go”, “Fair dinkum”… “Fair suck of the sav”. Australia has the Brownlow medal for fairness, and New Zealanders have been tuning in to Fair Go for 46 years.

Our recent research into fairness across Australia and New Zealand showed that 73% of Australians and 68% of New Zealanders consider it very important.* And around half of us feel that society is less fair today than it was five years ago.

But it’s not just life in general that is less fair. Brands themselves are not delivering fairness. One in eight customer experiences in Australia and New Zealand are rated by customers as unfair. Our data identifies the organisational behaviours that people see as most unfair.

There’s a clear opportunity for brands to better serve their customers, demonstrate a commitment to fairness, and to stand out in their category. Being treated unfairly creates an imbalance which people will find ways to redress, and that’s not a good thing for brands. The term ‘getting your own back’ is a direct response to unfairness.

In this webinar, TRA Partners Colleen Ryan, Mark Hobart and Shaun Fitzgibbon will introduce our latest insights into how fairness relates to brands, share strategies for marketers to elevate fairness across their brand, marketing touch points and CX, and how to avoid common pitfalls.

*TRA sponsored by Dynata survey of 1,000 Australians, July 2023, and TRA survey of 1,022 New Zealanders, July 2023.

ABOUT THE SPEAKERS

Colleen Ryan, Partner at TRA, has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.

Shaun Fitzgibbon, Managing Partner, TRA New Zealand is passionate about helping organisations achieve dramatic and lasting improvements in performance through understanding people. Shaun has worked with companies around the world and across industries drawing on his skill set in marketing, business strategy, and data analytics with a common goal of using human insight to solve complex business problems.

Mark Hobart, Managing Partner, TRA Melbourne, has over 20 years senior insights, brand and innovation experience. He has worked with some of the world’s most recognisable technology, services and FMCG brands including Vodafone, Mastercard, Mars, L’Oreal, Shell, KraftHeinz, Fonterra, Skype, Orange, Samsung, Coca-Cola, and Kimberly-Clark.