The Growth Distillery, in partnership with Ogilvy and Kantar, has dropped the latest chapter of its Influence Codes research – this time turning the spotlight on finance.
Findings reveal that affinity – offering relatable, altruistic advice – is the strongest driver of decision-making across brands, categories, and audiences.
For finance brands looking to grow, the message is clear: trust, relatability, and simplicity are key to connecting with Australians.
Some of the most significant findings include:
• 80% of Australians lack confidence in understanding financial terms.
• Over 70% feel pessimistic about their financial future.
• Over 50% distrust traditional financial institutions.
• More than 40% of Australians turn to friends and family for financial advice.
Liza Williams, The Growth Distillery’s head of growth intelligence, editorial and product.
To bridge the gap between consumers and financial institutions, the research recommends the
following strategies:
• Empathise: Show deep understanding of Australians’ financial struggles, paired with
credible, expert advice to foster lasting relationships.
• Humanise: Brands must humanise financial institutions to build connection and trust with
consumers.
• Simplify: Offer clear, jargon-free financial advice with personalised solutions.
• Educate: Provide practical, relatable financial education that highlights immediate
consumer benefits.
The Growth Distillery’s head of growth intelligence, editorial and product, Liza Williams, said: “We are in a financial literacy crisis. For marketers to overcome this, financial brands must balance empathy and expertise by simplifying information, addressing immediate challenges, and personalising solutions. By building trust, fostering loyalty, and empowering their consumers, brands can bridge the financial literacy gap and position themselves as indispensable partners in their customers’ financial journeys.”
The Growth Distillery is an independent research think-tank, powered by News Corp Australia. To download The Influence Codes: Finance, click here. To find out more go to The Growth Distillery website or LinkedIn.