Woolworths Supermarket has launched a TV commercial that addresses one of the most common symptoms of the global economic downturn experienced by Australians to date: unemployment. The spot shows a mother going to a job interview with her son, with the message that “Woolworths employs thousands of Australians. And we’re always looking for more.”
While Australia has so far escaped the dreaded “R” word, Australians are actually very pessimistic about their near-term economic future. The best approach for brands in this environment is to communicate with pragmatic optimism—just as Woolworths is doing. Especially since the fickleness of Australian consumer confidence suggests it’s unwise for brand communications to leverage either “R” word (recession or recovery) explicitly.