About

1/3 people living in Australia today were born overseas, and more recently, India overtook England as Australia’s largest overseas-born population, for the first time in the country’s history.

What this tells us is that the centre of gravity of Australian identity is shifting.

We are becoming a nation of more layered origins, where one in three people on the street began life somewhere else; shaped by different traditions, tastes, family rules, trusted brands and ideas of what a good life looks like.

For one night in August, The Lab is opening the door to a high-energy, facilitated speed-dating experience - giving you the rare opportunity to get closer to the experiences of these Australians reshaping what “Aussie” means today.

How the event unfolds:
• Event pre-read, 24 hours before event including participant introductions.
• Bubbles on arrival and an opportunity to connect with fellow senior marketers from adjacent categories.
• 30-minute Lab presentation on the key insights, based on primary and secondary data.
• 6 one-on-one pre-matched customer conversations (12 mins each, 74 mins total) with Lab-facilitated prompts.
• Facilitated group analysis session and takeaway of key insights.


What makes this different?
• Rare access to an often overlooked group in a single evening, at a fraction of a typical research project cost.
• The ability to ask the questions that matter most to your brand today.
• A chance to see your own challenges differently, from new angles, by pressure-testing your thinking with other senior marketers in adjacent categories.

What you'll walk away with:
• Take-home insights report from the Lab on the changing fabric of Australia and what it means for brands.
• A human-first understanding of how first generation Australians are reshaping what values, traditions & aspirations brands should be tapping into.
• Real customer stories about how people decode Australian brands, build new rituals and decide what deserve a place in their basket.
• New opportunities for your category and brand that may be missed if you rely on old shortcuts of "Aussie" (that others haven’t spotted yet)
• Connections with fellow marketers in adjacent categories who are also working out how to stay culturally & commercially ahead of where Australia is going next.

Timings and date:
• Wednesday 19th August
• 5pm - 8pm

Costs:
• 1X ticket $850
• 2X tickets $1,500

Tickets are limited, with only 10x on offer for this event.

Location

Get directions

ArtHouse -
5 Stewart Street, Richmond VIC 3121

Contact Event Organiser