The challenge has been laid to develop a Supply Chain Strategy that supports Australia’s renewed obsession with lifestyle
Article written by Matthew Webber
The way that we buy, move and sell Is shifting in seismic proportions. We have had all the indicators within our radar for some – the uptake of ecommerce as a legitimate and safe platform for retail shopping, geo political trade wars playing out between large, industrialised nations and emerging nations along with increase consumer insistence on visibility and ethical sourcing practices. In amongst that we have had significant environmental impacts such as fires that have wiped out communities along with floods that have isolated regions.
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Australian Supply Chains continue to be impacted by global events – necessitating a rethink of the sovereignty of our Supply Chains
Only in the last week have we seen how truly volatile our global supply chain networks are with the blocking of the Suez Canal by the Evergreen Cargo Ship ‘MV Ever Given’ in an unfortunate accident as the result of a sandstorm - potentially blocking up to 15% of global trade as goods need to pass between Asia and Europe. The question my Australian reading audience may ask, what would the Asia- Europe trade lane between have to do with Australian trade – and the answer is a lot. For a start, ports will become congested – the same ports that need to unload Australian export cargo, capacity will be stripped from the shipping market driving prices up, supply will be interrupted for manufacturing and oil prices will be driven up. That is just the start. This is one ship that has interrupted a global economy and it impacts your business, your people and your customers
Then of course we have had COVID-19. I reluctantly bring up the pandemic – because it is not the only issue of our times – yet it is so big – we cannot ignore to comment and acknowledge the shift that it will have in our psychology as a nation. Not to dissimilar to a war period – we are seeing fundamental shifts in our attitudes and behaviours – not just as a market, but as a people. The pandemic has been an ongoing issue for the global economy for well over a year now. The reactions, repositioning and rethinking of supply chains has been considerable
These are obvious impacts that have been impacting and shaping our supply chain strategies. For some organisations this has provided significant opportunity as they have created new business models or adapted exiting ones to suit. For other businesses, they have been slow to respond, and as a result have been lagging behind – and sadly for some the slow response has resulted in their demise. For those that have been fast to react – there is a chance that the successes may be short lived unless we start unpacking what is actually happening to the psychology, behaviour and ambitions of our nation.
“What does a Post Pandemic Australia look like?
On Wednesday 24th March 2021, I had the wonderful fortune of attending a Whiteark event where Bernard Salt, leading Demographer and commentator, presented a fascinating and insightful talk on the ‘Post Pandemic Australia: What we can expect’ .”
Bernard’s discussion of course was validating many of the impacts that global disruption has had on supply chains, and Bernard himself has publicly spoken about the opportunity to rethink our global supply chains and consider carefully the need to make our Supply Chains more sovereign. Put simply – the global environment is too volatile not to protect the key manufacturing capability and product availability of key necessities for the welfare of our nation –from a healthcare, security or economic perspective. This philosophy cascades to an organisational level where our organisations need to rethink the sovereignty of their supply chain and have key and strategic lines available and protected from global disruption – like we have seen in the pandemic, the Suez canal incident or more broadly many of the global economic disruptions from moving from an industrialised era to a digitised one.
Of course, though, Bernard Salt challenged my thinking further on the topic of Supply Chain strategy – beyond the obvious. Bernard’s discussion was focussed deeply on the psychology and aspirations of everyday Australian’s. And the theme, and label, that kept recurring was that of Lifestyle. As Australian’s we are obsessed with lifestyle – and the centre of gravity for our lifestyle rests in our home. This obsession has only renewed.
Supply chains need to be geared towards a lifestyle obsessed Australia
What all of these disruptions have done, particularly the major disruption of the pandemic, has reinforced how important lifestyle is to everyday Australians. The pandemic – for all of its pain – has brought with it an opportunity for us to reconnect with our neighbours friends and families. It has allowed us to spend more time in our homes. It has for many cut the daily commute by hours – time that can be spent connecting and enjoying the lifestyle and balance we so desire. Our attitudes to the way that we work have fundamentally been tipped upside down, as we revert to our natural desire of seeking a better lifestyle for our families.
What does this mean – what does it mean for our cities, for our suburbs, for our regional centres. Simply – our suburbs and our regional centres will be activated. The way that we work, the way that we engage, the way that we shop – will fundamentally shift. Not only do we now have some ‘more mature’ age consumers adopting ecommerce, but we also have whole generations behind us (such as the ‘Millenials’ that will up the imperative on placing value on experience and lifestyle even further. Our homes have, and will continue to become, bigger – and who would have thought that now a home office – or ‘zoom’ room would be a required feature of any home.
You may be rightfully asking, what does this have to do with my Supply Chain? The answer is a great deal. If we understand the psychology, behaviours and what ordinary Australian’s value, we can design and build our supply chains to support.
The way that we buy, move and sell will fundamentally shift as Australians adopt to their reinvigorated obsession with lifestyle. Our supply chains will need to be established to support the reactivation of suburbia and provincial Australia. If your supply chain does not directly serve these Australians – it will most certainly need to be supporting the businesses that do.
Our commuting, social, work and leisure activities have fundamentally returned us to be being closer to home – in close proximity to the things that matter to us most – our families, friend and our homes.
You supply chain needs to adapt to the reinvigorated obsession of Australians to their love of lifestyle. Your supply chain will need to be fast, accessible, sovereign and support the new behaviours and attitudes of everyday Australians – the everyday Australians that will be spending their leisure and work time at home or very near to home – and not at shopping centres, high streets, city offices or stuck in traffic on the daily commute.
How is your Supply Chain supporting Australia’s renewed obsession with lifestyle and connection?
LOOKING TO rethink your Supply Chain? REACH OUT.
Our leadership team at Whiteark have decades of experience in leading Supply Chain Transformations from Factory through to Customer, developing Market and Customer strategies that ensure relevance and desirability . We design the business model to deliver commercial feasibility and to ensure that your business is ready to not only deal with disruption, but to thrive in it. From strategy to design and execution. Contact us on whiteark@whiteark.com.au or explore our supply chain transformation services here.
Article written by Matthew Webber
