Australian Made, the trust mark that identifies Aussie products, is ramping up its digital activity to target younger people and drive interest in the local origins of products.
Research revealed Gen-Z care much less about the products they buy being Australian made or grown than their parents.
The Roy Morgan research, published in the run up to Australia Day, identified that eight in 10 pre- and baby boomers say they try to buy Australian-made products but less than half of Gen-Zers feel the same.
Ben Lozzaro, marketing and communications manager for the Australian Made brand marque, says a significant part of its marketing effort is designed to engage younger people.
This is because Gen-Z are the households of the future and will have the disposable income and purchase power, he said.
The organisation hopes to encourage action, not just intention around buying Australian products.
In the last 12 months it has grown its Facebook following from 3,500 to more than 41,000 after by appointing a social media marketer tasked explicitly with using digital channels to encourage more discussion and interest in Australia made products.
It will also roll out the second phase of an update to its website this year to make information about Aussie brands more accessible.
It is currently running a TV and digital campaign throughout the tennis Open to raise awareness of Australian Made green and gold kangaroo logo and the loyalty club it runs offering deals and offers on products made and sourced locally.
Membership to the loyalty club has also grown from around 4,000 to 13,000 over the year.
Warren Reid, consumer products researcher at Roy Morgan Research, said: “Over the last decade we’ve seen many Australian-owned brands close their doors, or be sold to overseas companies.
"In our increasingly globalised society, the classic ‘True-Blue’ Aussie spirit is not as pervasive or influential as it once was, particularly among the younger generations who’ve grown up accustomed to a marketplace where Australian-made is just one of many options.
“With Australia Day around the corner, it’s a good time for all of us to think about the products we’re buying: where they’re manufactured, and whether there’s a locally made alternative.”
Often, it's not a conscious decision to buy from overseas manufacturers but there often isn't a choice to buy Australian in a lot of categories.
To combat this the brand is also plotting a “significant” campaign later this year targeting businesses to encourage organisations to source and create products from Australia.
This story first appeared on sister website adnews.com.au.