Widespread consumer behaviour, sentiment and aspirations were being largely driven at a cultural level before the outbreak of coronavirus. Heightened by the bushfire crisis, Aussies were already asking for simpler lives – and now six in 10 of us see the pandemic as the reset to how we re-evaluate how we are living.

Travel and tourism expert Kirsty Macmillan talks to cultural behaviour guru Dan Roberson-Jones about how understanding culture and consumer behaviours will drive and innovate the recovery of Australia’s tourism industry.

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