What are we talking about online in times of economic crisis?

Inflation is rising rapidly and we are facing an economic crisis. A global leader in media analytics, Melted waterdid an in-depth analysis of the data to find out which areas we are most concerned about.

What worried us in August?

When looking at social Conversations by age demographic clearly see different issues. Some ages worry about food, others are more concerned about things to do outside the home.

• People aged 18-24 are the people most stressed about food.
• 25-34 year olds are actually most concerned about entertainment. Whether it’s live sports, concerts, theatre, streaming services or the cinema, leisure is an important commodity in this cohort. In addition, the housing affordability crisis and the market is another popular topic.
• For the older generation, the biggest concern was fuel prices. People aged 55-64 dominated conversations about fuel prices, particularly among men in Perth.

Some of August’s trends were also fueled by viral or noteworthy moments. On August 17, Facebook users were alerted to a fake Aldi giveaway. The viral post encouraged users to share and comment on it for a chance to win up to $500 worth of food. In the midst of a food crisis with skyrocketing prices and a disrupted supply chain, the post caught wind and was alerted on social media.

As the housing crisis continues, rent is also being added to the conversation. Landlords raise prices and force tenants to pay inflated rents without corresponding wage increases.

What does this mean for marketers?

For marketers, these trends are about the products we need, not the products we need. Providing support, offering discount codes, or even solving these crises can mean brand loyalty. It’s a fine line to balance, but authentically joining these conversations can mean repeat or new customers for your business. The main thing is authenticity – nothing kitschy or inauthentic. As the financial crisis continues, support is what will create a lasting business-to-consumer relationship.