So long as the cash is available, or they are prepared to take the risk that the cash will become available, any marketer or businessperson can try and advertise their way to success. There are, however, also a myriad of smart tools that marketers can use to achieve commercial and social objectives without relying too […]

So long as the cash is available, or they are prepared to take the risk that the cash will become available, any marketer or businessperson can try and advertise their way to success. There are, however, also a myriad of smart tools that marketers can use to achieve commercial and social objectives without relying too heavily on advertising. At the very least, these smart tools can reduce the reliance on expensive advertising. To change consumer behaviour – stop threatening or frightening – and start engaging.  An ANU study found that 20% of adult Australians drank more during May 2020 – one of the months during which the CIVID 19 pandemic was in full swing. Another study reported by the ABC found that 70% of Australians increased their alcohol consumption during the pandemic (starting in March). Whatever the true figure – it is apparent that many people increased their consumption of alcohol during the pandemic,…