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Features June 18, 2018

Our 5 biggest takeaways from Mumbrella360

Former Assistant Editor
Our 5 biggest takeaways from Mumbrella360

Last week’s Mumbrella360 conference saw the media and marketing’s top executives, thinkers and creators of change meet to discuss and discover the challenges and innovations of the industries.

Here are our biggest takeaways:

1. How well do you know young audiences?

A few key findings from Junkee’s The Truth & Share research project, looking into the interests and consumption patterns of Gen X and Y:

What they care about:

87% of respondents care about animal welfare.

87% care about refugee rights.

94% care about gender equality.

95% care about sustainability.

36% care about smashed avo.

10% care about the Kardashians.

Tapping into these social topics directly corresponds to engagement: Junkee Media reported three million views on over 100 pieces of content in the last 12 months that focused on marriage equality.

Social media daily use:

Facebook – 94%
Instagram – up from 32% in 2013 to 73% in 2018
Email – 77%
Snapchat- down from 66% in 2017 to 52% in 2018
Twitter – 14%

Read more findings here.

2. Never be on the back foot in a meeting again

In NIDA’s voice training workshop run by Les Chantery, we learned that neuroscience has shown that human beings align themselves with one another.

In any communication situation, either you’re setting the tone, or the other person is. (Think of the last time you felt drained after a conversation with an energy-sucking, negative person).

Ascribing an action to your words will lead your delivery; is your intention to calm, to excite, to inspire?

Examples include Obama’s delivery, lead by the action ‘to preach’; Clinton’s action would have been ‘to charm’; Oprah’s was ‘to befriend’.

Read more tips from the workshop here.

3. Incorrect archetypes will lose your audience

Rethinking Female Brand Archetypes called into question the 12 traditional archetypes used in marketing, originally coined by philosopher Carl Jung.

Outdated archetypes don’t just fuel harmful gender stereotypes – it’s a business move.

Sarah May of 303 MullenLow tells us that 9/10 women find advertising efforts which target women to be “downright cringey”.

66% of women have actively switched off TV, movies and ads if they were negative stereotypes.

This applies to male consumers too; the #3 trending search on Getty images this year was ‘masculinity undone’, a redressing and adjustment of the hyper-masculine man.

Read more here.

4. Social media is an inextricable part of a radio career

In Conversation – Women in Media panel featuring prominent names in radio, discussed the difficulties facing presenters who already over-share about their lives on-air to remain “authentic” to audiences.

Fifi Box revealed her experience of becoming the focus of magazine attention:

“I’ve been pregnant 43 times – it’s not a joke, we actually counted!” she illustrated.  

“I started to pull back because social media was too many mouths to feed.”

Amanda Keller mused that “Our careers happened before there was any ‘brand awareness,’” questioning whether influencers will become the “radio of the future”, bringing their personal brand with them to the station as opposed to the station creating a brand for each presenter.

They all agree that direct contact with fans is incredibly difficult, “how do you have time to get back to that person?” and that prioritising their energy is key to balancing work and home life without the cross-over into family time which social media threatens.

“I think that’s a bigger reflection of where we all are in the media. You wake up one day, your kids are grown up and you’ve missed life because you were on your phone,” said Kate Ritchie.

Read more here.

5. Why do so many people use YouTube?

“When you choose what you watch, you pay attention.”

YouTube is secured as the #1 choice for video content in Australia, with 1.8 billion monthly logged-in users. 

This is what their biggest audiences in Australia are using it for:

Gen X

  • 74% of Gen X-ers use YouTube videos to solve an immediate problem, like how to build flat pack furniture or a retaining wall. “They feel incredibly empowered,” elaborated head of video and advertising, Google AUNZ, Caroline Oates. “They’re able to do things for themselves that otherwise, they would have paid someone to do.”
  • A sense of nostalgia also drives their viewing, with YouTube’s immense catalogue acting as a time capsule.


  • 58% of millennials agree that YouTube is a place they can hear different viewpoints on current events.
  • 79% of millennials go to YouTube to connect, find a community and a place of belonging or learn something new about a culture or community.


  • 59% of parents turn to YouTube for parenting guidance.
  • They look for honest reviews on products, and reassurance that they’re not the only ones finding parenthood a challenge.
  • With tech-savvy children, 49% of parents use YouTube to connect with their kids

Read more here.


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