WHAT TODAY’S CONSUMERS REALLY WANT

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

– Maya Angelou

Welcome to November! That time of year when everything seems to speed up and Christmas will be here before we know it. But don’t worry, there’s still plenty of time to wrap up your 2025 tasks and achieve your goals.

For Wow Studios, October was an incredible month! Being a collaboration partner for Small Business Month and the Macarthur Business Expo was such a rewarding experience. It was an absolute joy to get out and about, have meaningful conversations, and share insights to empower other small business owners on their journey to building thriving, successful businesses.

One of the highlights of SBM for me was attending The Future Consumer session with the amazing Sophie Renton from McCrindle at the stunning Camden Civic Centre. Sophie’s insights were eye-opening, thought-provoking, and left me buzzing with ideas about how consumer behaviour is evolving, and what that means for branding, marketing, and connecting with your audience.

From the rise of value-driven spending to the importance of understanding generational differences, one thing is clear: the way people choose who they buy from is changing fast. But with change comes opportunity. When we really understand our audience, we can build brands that not only attract attention but also earn trust and loyalty in meaningful, lasting ways.

I don’t know about you, but I am excited for what’s to come and in this months edition I am going to share some of those insights with you so you can be too!

Let’s get into it!

Warmly, Alysha
Owner, Wow Studios

TABLE OF CONTENTS

Exciting News – Wow Studios Is Turning Four!

Let’s Talk Branding – The Future is Personal: What Today’s Consumers Really Care About

Brand Education – Small Business Month Wrap-Up

Past Stories – More blogs about branding

Feel Inspired – Shutterstock’s 2025 Creative Impact Report

EXCITING NEWS

✨ Wow Studios Is Turning Four!!✨

On 25th November, Wow Studios celebrates four amazing years of helping small businesses and entrepreneurs bring their brands to life! From our very first client to every creative project along the way, it’s been an incredible journey filled with learning, growth, and so many wonderful connections.

Looking back over the past year, there have been so many highlights:

• The Women’s College Yearbook has just been sent to print for another year. This year’s student coordinators, Rosanna Cartwright and Lily Heraghty, did an amazing job managing such a monumental task and should be incredibly proud of their work.

• I’m currently working with Tracy from Nuovo Insights on a brand discovery for her exciting new AI business. It’s been such a joy to be part of her journey, and I’m excited to see how it develops, there’s going to be plenty to share as it all unfolds in 2026!

• We’ve built a fantastic partnership with Fairfield City Council and Fairfield HQ, delivering our masterclass workshop series to their entrepreneurs and contributing to several projects for their 2025 Moon Festival. They’ve given us some truly fun and creative challenges, and the results have been well worth the effort!

• We’ve also started exciting new partnerships with businesses like Writing Your Life and Breakthrough Disability Australia, while continuing to support our Wow partners including WLCW, Oxygen Home Loans, Carrington Care, and Direct Formwork Supply (just to name a few). It’s been incredibly rewarding to help these businesses maintain brand cohesion and create a professional, approachable image that truly reflects who they are.

We are so grateful to all the amazing business owners, collaborators, and community members who have trusted us to support their business and brand journeys. Your passion, creativity, and drive continue to inspire us every day.

Here’s to many more years of creating, empowering, and helping brands shine, and to all the exciting opportunities still to come in 2026 and beyond!

LET’S TALK BRANDING

THE FUTURE IS PERSONAL

WHY VALUES, CONNECTION, AND AUTHENTICITY MATTER MORE THAN EVER!

How are consumers evolving and what does that mean for small businesses like ours?

As I mentioned earlier, this month I went along to The Future Consumer session with Sophie Renton from McCrindle and I found it to be incredibly insightful, so I thought Id base this month’s education topic around what I learnt.

Consumer behaviour is evolving at lightning speed, and small businesses need to stay ahead of the curve. Today’s buyers are more conscious, connected, and discerning than ever. They don’t just purchase products or services, they invest in brands that reflect their values, make them feel understood, and offer experiences that are both meaningful and memorable.

In this shifting landscape, knowing who your audience is, what drives their decisions, and how they want to engage is no longer optional. It’s essential. The businesses that thrive are the ones that can balance technology with human connection, meet rising expectations, and remain true to their brand identity. Understanding these trends gives us the tools to not only attract customers but also create loyalty that lasts.

How are consumers evolving and what does that mean for small businesses like ours?

As I mentioned earlier, this month I went along to The Future Consumer session with Sophie Renton from McCrindle and I found it to be incredibly insightful, so I thought Id base this month’s education topic around what I learnt.

Consumer behaviour is evolving at lightning speed, and small businesses need to stay ahead of the curve. Today’s buyers are more conscious, connected, and discerning than ever. They don’t just purchase products or services, they invest in brands that reflect their values, make them feel understood, and offer experiences that are both meaningful and memorable.

In this shifting landscape, knowing who your audience is, what drives their decisions, and how they want to engage is no longer optional. It’s essential. The businesses that thrive are the ones that can balance technology with human connection, meet rising expectations, and remain true to their brand identity. Understanding these trends gives us the tools to not only attract customers but also create loyalty that lasts.

1. The Generations at a Glance

In order to showcase your brand and get people talking about you, you need to know what makes you different. What is special or unique about you, your staff, your offering and how your business operates.

McCrindle’s research explores how different generations engage with businesses and brands, across earning power, values, channels and behaviours. (mccrindle.com.au) Here’s a quick snapshot and what it means for you:

Gen Alpha (born 2010+)

Digital-first, growing up in a world of AI, short-form videos and seamless payments. They may not yet be a large earning cohort, but their influence on household spending is growing.

Action point: As a small business, you might not target them directly yet. Think about the future and how your brand will feel to someone for whom digital interaction, values and seamless experience are second nature. It’s definitely going to change the game in a big way!

Gen Z (mid-1990s-2009)

Purpose-driven spenders who value authenticity, sustainability and transparency over simply brand name loyalty. They are really big on social media and short form videos. Influencers can have a strong influence on them too.

Action point: Ensure your brand story is clear and your values are aligned. Your marketing messages should feel genuine and reflect what you stand for, not just what you sell.

Gen Y / Millennials (1980-1994)

Juggling careers, family, mortgages and plenty of demands on time. Convenience, value and experience are important. They still care about ethics, but practicality usually wins out.

Action point: Offer simplified, polished brand experiences. If your service saves time, reduces stress or adds genuine value, this generation will take notice.

Gen X (1965-1979)

These guys are in their peak earning years. They value reliability, quality and trust. Think practical and engage with them both online and with traditional marketing.

Action point: Make sure your brand delivers consistently, remains trustworthy and communicates clearly across the channels your customers use.

Baby Boomers (1946-1964)

They prioritise familiar brands, direct service, and value for money. While they are online more than ever, they still respond well to trusted, face-to-face experiences.

Action point: If your business appeals to this audience, ensure you do not overlook the human service side. Personal connection, transparency and reliability matter deeply.

Beyond generational labels, McCrindle highlights several consumer contradictions shaping the landscape. (mccrindle.com.au)

Here are two big ones:

1. Value vs Means:

Many consumers want to spend in line with their values (sustainability, ethical sourcing, community) and also face cost-of-living pressures. This tension means brands that claim big values but do not show them in action risk being called out.

What you can do: Lead with your values. Show clear examples of how your brand lives them, in your practices, communications and materials. Authenticity matters.

2. Digital First, Human Forever:

People live in a tech-enabled world but still crave meaningful human connection. The fastest-moving brands merge digital convenience with human warmth and service.

What you can do: Even if your business is online-heavy, build in moments of personal touch. Whether it is a handwritten note in your packaging, a live chat greeting or a video message, humanise your brand.

How This Plays Out for Your Brand

For small business owners, these insights translate into a few key actions:

Define your audience via generations and values:

Generational profiles are a guide, but layer in the values and behaviours of your audience.

Tailor your touchpoints:

Younger audiences respond to short-form, social, authentic messaging. Older audiences often appreciate testimonials, clear communication, and trustworthy service.

Bridge the paradoxes:

Demonstrate your values, humanise your brand, and deliver convenience without compromising quality.

Stay consistent and adaptive:

Generations change, channels shift, expectations evolve. Core needs remain trust, belonging, quality and relevance so make sure your clearly communicating these.

Looking Ahead:

As we look towards 2026 and begin planning, ask yourself:

1. Who is my primary audience and how can I best gain their attention and devotion?
2. What brand experience am I delivering and what should I be doing to reach my target audience – digital, human, seamless, values-driven?
3. How can I move with the times, stay ahead of the AI curve and ensure I am still meeting the needs of my target audience?

When we use generational and values insights as our compass, we are not just chasing customers, we are building brands that last.

Final Thoughts

The future consumer is personal. They have clear expectations, they want brands that stand for something, and they engage across many channels. For small business owners, that means knowing who we are talking to, what they care about, and how they want to be reached. When you merge this with your brand’s heart, you do not just get attention, you earn loyalty.

Special thanks to Sophie Renton from McCrindle from providing such incredible insights.

BRAND EDUCATION

SMALL BUSINESS MONTH WRAP UP

October was such an exciting month for Wow Studios as part of Small Business Month! We had the pleasure of delivering some of the topics from our masterclass series to local and international entrepreneurs, sharing insights on creating authentic, impactful brands and making ourselves memorable. From developing target audiences to creating your brand heart, it’s been a real pleasure to have the opportunity to empower those we came into contact with!

We also exhibited at the Macarthur Business Showcase, where we connected with the community, shared our knowledge, and ran two short, bite-sized workshops to help business owners start building brands that truly reflect their values and vision.

It was such a joy to get out, meet passionate business owners, and empower them to take their brands to the next level. Here is to continuing the momentum as we move into the final months of 2025 and into 2026!

WANT TO LEARN MORE, CHECK OUT SOME OF OUR PAST STORIES

FEEL INSPIRED

Creative Impact Report | Shutterstock

Shutterstock’s 2025 Creative Impact Report is an interesting read. Building on what you have learnt in this edition, Shutterstock dove deep into the numbers to determine how creative truly drives business value and its another bow you can add to your quiver! Well worth a look!

CREATE THE UNEXPECTED, DELIVER HAPPINESS!

WOW STUDIOS – WE BRING YOUR CREATIVE IDEAS TO LIFE

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About the Author

Alysha is a seasoned graphic designer and brand educator with over a decade of experience in marketing and design. She specializes in crafting bold, unique brand identities, and marketing collateral that gets noticed. Working primarily with small and medium-sized businesses, she partners with entrepreneurs who seek a long-term design collaborator who truly understands their brand, audience, and business goals. While she serves a wide range of industries, she has a particularly strong presence in financial services, investor relations, and the creative entrepreneurial space.

Beyond design, Alysha is passionate about educating small business owners on the power of branding. Through her blog, she shares expert insights on design, brand strategy, and proactive marketing—helping business owners stand out, build credibility, and attract their ideal customers. Her brand education work focuses primarily on guiding women entrepreneurs over 40 in understanding their competitors, defining their audience, clarifying their brand’s deeper purpose, and developing a compelling brand personality and messaging.

With a friendly, efficient, and results-driven approach, Alysha ensures her designs and branding strategies are not only visually compelling but also strategically aligned to help businesses thrive.