The Lab's Rebecca Brody and Paul Labagnara present 'Exclusive Research A Ridgey Didge, True Blue Lexicon for Modern Australia'

1. Mumbrella 360
A Ridgey Didge, True
Blue Lexicon for
Modern Australia
1
Exclusive Research
The Lab’s Australia Project
July 2022

2. “We acknowledge the Gadigal people of
the Eora Nation as the Traditional
Owners of Country where we gather
today. We pay our respect to elders past
and present, and recognise the
rich stories, traditions and living cultures
of First Nations peoples across this land”

3. The Lab – Lexicon for Modern Australia 3
Today we’ll be
Exploring…
And how the
codes & myths
are expressed in
day to day life.
What it means
to be Australian.
How Australians
self identify with
our culture
today.
So that we can
explore how
brands and
marketers can
better connect &
serve our
community
1 2 3 4

4. The Lab – Lexicon for Modern Australia 4
Looking
backwards…
We’ve been exploring Australian culture for
over 17 years.
Over ten years ago we examined the ways in
which culture, academia, and media
perpetuated the dominant myths at play and
celebrated within in Australia.
Australian Semiotic Square
Strength
Ingenuity
Rebel +
free spirit
Casual
Dogged
Clancy of the
overflow
Never give up
Graft
Hands
Red earth
Outback
Inventive
Street smart
Brilliant ideas
Small wins
Make best of
situation
Cunning
Forward thinking
Casual
Friendly
Colloquial
Fair Go
Opportunity
Grounded
Flair
No boundaries
Do as we please
Youthful spirit
Exploration
Larrikin
Adventure
Unconventional
Conventional
Denying/
preventing
superiority
Denying/
preventing
inferiority
Rebel &
free spirit

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These myths & ideals
were manifesting to
reflect the contemporary
context…
A decade ago we saw the ‘Free spirits’ code
embodied by the likes of Steven Bradbury &
Rebel Wilson
Hard work brought to life through the Anzac
Spirit as well as a ‘Hard Earned Thirst’ and our
sporting prowess
And ‘Bonds &thongs’ were the ultimate
symbols of our laid back & easy going nature.
Australian Semiotic Square
Strength
Ingenuity
Unconventional
Conventional
Denying/
preventing
superiority
Denying/
preventing
inferiority
Casual
Rebel +
free spirit
Rebel &
free spirit

6. While most would ‘recognise’ the myths and
ideals, they still evoke a particular idea of
Australia.
Namely, one that centres the stories and
experiences of an Australia that is largely…
• Colonialist
• Anglicised
• Male
• White
We wanted to understand: are these myths
relatable today? And how and where are
they being expressed?
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Revisiting the framework
and the expressions poses
questions
Fast forward to today:

7. It’s also been a big decade
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The Lab – Lexicon for Modern Australia

9. With so much change, it is
impossible to think we
haven’t changed.
And that the way we see
Australian-ness hasn’t
changed as well.
The Lab – Lexicon for Modern Australia 9

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Our investigation
collided several
touchpoints
Looking at what has endured, what’s evolved
and, crucially, what has been excluded until
now when we try to understand and capture
what ‘Australian-ness’ means today.
Expert
Interviews
Australia
Project*
Archive
N=1380
Australians
*The Australia Project is The Lab’s proprietary, always
on study into the fabric of life in Australia and what it
means for brands

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The Lab – Lexicon for Modern Australia 11
Macro shifts Lived experience Aspirations
2 3
Big shifts impacting the
social, political, economic
and environmental context
of our world today.
The traits and attributes
that constitute the ‘ideal’ or
most aspirational version of
an Australian in 2022.
Dimensions of our day to
day life that are most
salient when thinking about
what Australian-ness is all
about.
Our research found three distinct elements
Shaping how we see ourselves today

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The big shifts
of the decade
Geo-politics
CV-19
Pandemic
The big
shifts
Gender
Climate
Diversity
“I think climate change issues have become
more prominent and need urgent
addressing. Also the gap between female
and male workers is still too big”
“Acknowledgement of First Nations
people, united and supported
community with regards to both the
Covid epidemic as well as the recent
floods”
“Becoming more tolerant and
multicultural, accepting
difference.”
1
Macro
Shifts
Collective
Responsibility

13. Our
relationship
with nature
How we do
community
13
Appreciative of natural beauty The ability to be me A meeting ground for all
Our
independent
spirit
The
diversity of
our people
A spirit of banding together
87%
agree our outdoor lifestyle is a
key part of describing
Australian-ness today
85%
agree that Australia as a
country is filled with beauty
81%
agree being mates is part of
what it means to be
Australian today
77%
See togetherness as a core
part of Australian identity
85%
agree Australian-ness today
reflects that we come from all
corners of the globe
83%
believe Australia-ness is about
a mixture of cultures
86%
agree Australian-ness is about
being a bit more relaxed
79%
agree we’re a country with a
great sense of humour
The components of our day to day interactions
that shape our experience of Australian-ness
2
Lived
Experience
The Lab – Lexicon for Modern Australia

14. Top 5 attributes of an aspirational Australian
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individuals
We’re also evolving what
we aspire to as
1.
Confident
2.
Passionate
3.
Independent
4.
Innovative
5.
Fair

15. The collision of these elements
reveals some things have
endured, some have evolved
and there are new expressions
that sit at the heart of
Australian-ness today
15

16. Evolved
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the past decade and is shaping up in the 2020s
How Australian-ness has moved across
Australian Semiotic Square
Strength
Ingenuity
Rebel +
free spirit
Casual
Dogged
Clancy of the
overflow
Never give up
Graft
Hands
Red earth
Outback
Inventive
Street smart
Brilliant ideas
Small wins
Make best of
situation
Cunning
Forward thinking
Casual
Friendly
Colloquial
Fair Go
Opportunity
Grounded
Flair
No boundaries
Do as we please
Youthful spirit
Exploration
Larrikin
Adventure
Unconventional
Conventional
Denying/
preventing
superiority
Denying/
preventing
inferiority
Diffused
Endures
Push back against passivity
Fractured
Mental/mind
Focus
Adaptive
Overt masculinity
Resourcefulness
Comfort with winning
Confidence
Creativity
Uncertainty
Cunning
Community & considered
Energy and cheek
Perceived selfishness
Overt optimism
Rebel &
free spirit

17. + Deepening Connection to Outdoors
Strong connection and importance placed on the role of the
natural world to our sense of Australian-ness. Both the practical
role it plays in our outdoor lifestyle but also the spiritual and
emotional connections available. Within this space is particular
respect for First Nations’ wisdom and connection to country.
The Lab – Lexicon for Modern Australia 17
Beyond the shift in existing codes two additional
spaces are more prominent in today’s content
+ Greater Pride in our Diversity
Overt call for greater recognition of the unique fabric of our
culture and the impact our diversity has on who we are. Within
this space is an understanding of our collective responsibility and
need for open-ness and empathy towards one another. Linked to
strong ideals about Australia as a place of opportunity.

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The Seven Codes of
Modern Australian-ness
Our analysis found 7 codes that Australians
told us were reflective of today.
Each code has expressions that sit within, with
different levels of momentum and
embeddedness within culture (i.e. mainstream
vs. niche)
The Seven Codes are:
1. Purposeful Hard Work
2. Clever Resourcefulness
3. Imaginative Ingenuity
4. Free Spirited
5. Easy Going Informality
6. Outdoor Wanderlust
7. One But Many
The Lab – Lexicon for Modern Australia

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Where there is
momentum across the
codes
Across the Seven Codes, Australians connect
most strongly with the spaces of Purposeful
Hard Work, One But Many, and Outdoor
Wanderlust.
16% 17%
13%
11%
12.5%
15%
16%

20. Understanding the codes in
more detail
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The Lab – Lexicon for Modern Australia

21. Codes of Australian-ness
Free Spirited
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The Lab – Lexicon for Modern Australia

22. Where it comes from What’s driving it
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Understanding
Free Spirited
Rooted in origins of The Larrikan and The
Rebel, this is a space that reflects our
cheek and innate desire to push
boundaries but centres a more mature
approach to accountability. Australians
love a bit of fun but not at the expense of
others.
The traditional idea of the Ned Kelly style
of rebellion has the lowest levels of
relevance to Australians today when
evaluating the shifts of the past decade..
The impact of pandemic pressures – and
the understanding of compliance as a
necessary and responsible action – have
thrown the traditional sense of
rebelliousness into question.
“I feel that being a larrikin often
comes across as being an idiot”
“It is becoming the ‘me’ story, I can do
whatever I like and to hell with
everyone else”
“Not at the expense of minorities”
“The rebellion is more cause focused
than self involved”

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Decoding
Free Spirited
• Loveable Rogues: A place for left of centre
individuals is still highly valued but not at
the expense of punching down or
impacting others negatively
• Agitators: Rebelliousness has a place
when used to fight for the greater good.
The home for rebels with a (collective)
cause.
• Cheeky Fun: Pride in the iconic ‘Aussie’
cheek so long as it’s light-hearted ribbing
Underlying Tension
Key Narratives
Freedom
Exploration
Independence
Core Values
With significant tensions
between the individual vs. the
collective - the spirit of ‘me at
the expense of others’ has
dissipated. Pandemic living
brought into sharp focus the
need to work with others and
take responsibility for how our
actions impact those around
us.
Cultural Artefacts

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Activating
Free Spirited
LOVEABLE ROGUES:
Authentically me
Flair
Adventure
Energetic
AGITATORS:
Method to the madness
Fighting with or for
Greater good
Thoughtful
Accountability
Language Ecosystem: Reference brand: Great for brands who want to:
Celebrate
individuality
Tackle the big
issues with wit &
determination
Break
convention with
flair and humour
Ground
themselves in
the common
man
CHEEKY FUN:
Youthful spirit
Take the piss
Harmless
Punching up not down
An irreverent brand that solves real
problems but with a knowing sense of
humour

25. Codes of Australian-ness
Outdoor Wanderlust
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Presentation Title

26. Where it comes from What’s driving it
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Understanding
Outdoor Wanderlust
Accelerated by the distress of increasingly
worsening environmental disasters this
space seeks to understand and create
better synchronicity with the environment.
Central to this is a growing need to listen to
Aboriginal wisdom in connecting to land.
“Our outback is the heart of our
country, more people are wanting to
get back to the wide open spaces”
“The Outback is the vast heartland of
Australia. It includes places of
exquisite beauty and wildness.”
“We want more action on climate
change and we want to protect our
wildlife”
“Wonderful stories from indigenous
elders and people farming in new
sustainable ways”
A growing recognition of the power of deep
connection to the land. Moving on from
simply living within our environments, to
actively respecting and appreciating our
physical spaces, and getting in sync with
how we can care for and learn from our
natural world.

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Decoding
Outdoor
Wanderlust
• Earthly Grounding: Appreciating the
benefits and mindfulness of staying
connected to the outdoors
• In Sync with Nature: A country that
recognises that the land can look after us
but we have to respect and look after it as
well
• Life's Better Outdoors: Australia as a
lifestyle nation with plenty of outdoor
entertainment
• Natural Wonders: A country with vast and
diverse natural splendour
Underlying Tension
Key Narratives
Escape
Freedom
Spirituality
Knowledge
Connection
Core Values
Taking inspiration from the
world around us to help tackle
today’s problems. This space
is about recognising that our
natural world offers many
remedies to soother the
pressures of modern life.
Cultural Artefacts

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Activating
Outdoor Wanderlust
Language Ecosystem: Reference brand: Great for brands who want to:
Enable
discovery and
adventure
Unlock the
power of our
surrounds
Celebrate and
share historical
wisdom
Get people
outdoors and
active
EARTHLY GROUNDING:
Spiritual connection
Back to basis
Sand between my toes
Down to earth
Breathe easy
IN SYNC WITH NATURE:
Mutual respect
Give and take
Care for country
Connection over
dominance
LIFE’S BETTER
OUTDOORS:
Barbies
Van life
Play outside
How’s the serenity
NATURAL WONDERS:
Go bush
Go wandering
Awe inspiring
Out yonder
Woop woop
Back of Bourke
Rooted in the landscape and
connection to Nth Queensland to build
meaning

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What does this all mean for
Brands?

30. Australianness today is so much more
expansive than the historical
representations have captured.
Brands do not need to be tied to old tropes
or shackled to old expressions to prove their
understanding and relevance to Australian
Culture. Our project illuminated new threads
of opportunity to connect with consumers.
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Brands across the codes
of Australian-ness
Ask yourself: where is my brand aligned?
Mapping your brand and your competitors to
the new codes can illuminate opportunity,
identify risks to mitigate or evolutions to
engage with in order to maintain your
connection.
Telstra
Great Northern Brewing Co.
Officeworks
Canva
Ripcurl
Tradie
Bunnings

32. But it’s all best wrapped up in
three major Australian icons
that bring it all together…
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The Lab – Lexicon for Modern Australia

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Paul Labagnara: paul@thelabstrategy.com
Rebecca Brody: rebecca@thelabstrategy.com