‘Support local’ may sound good, but how much value does it really have? And how can you take advantage of it? We speak to two experts to find out!

How do modern consumers weigh the value of locally sourced/supported services and products against factors like price, speed, and global brand quality?

In the current Australian climate, modern consumers highly value locally-sourced and supported services and products, placing importance on quality, sustainability, and community support. Research by Roy Morgan in 2025 shows that 73% of Australians are willing to buy more Australian-made products to reduce reliance on imports, and 72% are willing to pay more for locally-made goods. Additionally, 84% are more likely to buy a product if they know it is Australian-made, and 89% believe more manufacturing should be done in Australia. However, cost-of-living pressures remain significant, with many consumers prioritising affordability and value for money when making purchasing decisions, especially for everyday items.

Selina Abram from Bright Sparks Digital

How do modern consumers weigh the value of locally sourced/supported services and products against factors like price, speed, and global brand quality?

In the current Australian climate, modern consumers highly value locally-sourced and supported services and products, placing importance on quality, sustainability, and community support. Research by Roy Morgan in 2025 shows that 73% of Australians are willing to buy more Australian-made products to reduce reliance on imports, and 72% are willing to pay more for locally-made goods. Additionally, 84% are more likely to buy a product if they know it is Australian-made, and 89% believe more manufacturing should be done in Australia. However, cost-of-living pressures remain significant, with many consumers prioritising affordability and value for money when making purchasing decisions, especially for everyday items.

What are the most effective marketing channels for a contractor to communicate their commitment to local sourcing and community support authentically?

Digital and traditional marketing channels allow businesses to effectively connect with their local market and communicate high-quality service and commitment to community support. This can become a source of genuine brand differentiation and grow customer loyalty.

Digital Marketing Channels

•           A mobile-friendly company website optimised for local keywords related to electrical services highlights local sourcing commitments and community values prominently. Dedicated service pages and blog content showcasing local projects and support stories enhance credibility and boost local SEO-ranking.

•           A fully optimised Google My Business profile with regular posts about community involvement and customer reviews drives trust and higher local search visibility. Local Services Ads target nearby customers actively searching for electrical services.

•           Facebook, Instagram and LinkedIn can be used for sharing authentic stories, customer testimonials, behind-the-scenes content of community efforts, and local projects. There are many Facebook Groups targeted to each local area which contractors can engage and advertise in. 

•           Nurturing existing clients with email newsletters about community involvement, local sourcing efforts, special offers, and referral incentives maintains ongoing engagement.

Physical Marketing Channels

•           Participating in or sponsoring local events, sports charity initiatives or partnering with other local trades or organisations builds authentic community presence and trust. These activities can generate positive local word-of-mouth and referrals.

•           Encouraging satisfied customers to refer neighbours and friends through a referral program leverages trust and builds reputation.

•           Memberships and active roles in reputable local business and industry associations build professional credibility.

•           Using branded uniforms, car wraps/decals, hats and other gear while on site reinforces brand recognition in the local area.

Are there specific demographic or psychographic segments of the market for whom the ‘local’ and ‘Australian’ narrative holds significantly more power?

Definitely. Older consumers increasingly embrace online shopping but prioritise trust, simplicity, and sustainability. They show strong preference for local products tied to community values and reliability. Messaging should emphasise quality, long-term value, and supporting Australian jobs and communities.

Lots of Australian consumers have heightened interest in corporate sustainability and local produce, aligning with environmentally and socially responsible purchasing. However, price sensitivity remains a factor. Messaging around local sourcing and ethical practices should be paired with value propositions and transparency about impact.

Consumers in regional areas tend to shop online more than metropolitan counterparts due to fewer physical options and appreciate brands that support local economies. Emphasising local presence, quick service, and community support resonates strongly here

In an age of ‘greenwashing’ and ‘local-washing,’ what are the key elements of an electrical contractor’s operations that build trust with the local customer base?

To maintain authenticity and build genuine trust with local customers, a contractor must ensure key elements of their operations are both visible and verifiable. This effectively counters ‘greenwashing’ or ‘local-washing’ and builds genuine trust.

Contractors should clearly display and provide access to all relevant electrical safety certifications, licenses and compliance documents required under Australian standards. Providing documented inspection, testing procedures and results reassures customers of professional standards and safety.

Contractors should also demonstrate that all electrical work is performed or supervised by qualified license holders and Approved Contractors. Transparency about the credentials of subcontractors, alongside clear identification ensures trust in workmanship and local job support.

All quotes, contracts, and communication should use official letterhead. Customer purchase orders, invoices, and proposals should be transparent and professional, ensuring the customer knows exactly who is responsible and what standards are met.

How crucial is it to train all customer-facing staff on the ‘local’ value proposition?

Training all customer-facing staff to effectively articulate the ‘local’ value proposition is crucial for a business to build trust and differentiate from competitors. Customer interactions, especially on-site, provide vital touchpoints where technicians and front-line staff become the living embodiment of the brand and its values.

To turn staff into brand advocates, ensure technicians receive structured training on the value proposition during onboarding and refresher sessions, bringing the values to life through real examples showcasing customer benefits. Pair apprentices with experienced electricians who can articulate this messaging while on the job.

Supply staff with physical leave behinds like professionally produced business cards, brochures and case studies demonstrating these values. 

Reward employees who consistently advocate and reinforce the brand message and are strong brand advocates.

How do modern consumers weigh the value of locally sourced/supported services and products against factors like price, speed, and global brand quality?

Modern consumers increasingly use “local” as a tiebreaker rather than a primary decision factor. In our experience with service businesses, price and quality remain the top considerations, but when two providers are comparable on these fundamentals, local connection becomes the deciding factor. Consumers are particularly drawn to local providers during economic uncertainty, viewing it as supporting their community’s economic resilience. However, this goodwill evaporates quickly if local providers compromise on service quality or pricing competitiveness.

Paula Glynn, Director, Pixelstorm

What are the most effective marketing channels for a contractor to communicate their commitment to local sourcing and community support authentically?

Google My Business Profile optimisation with regular community involvement posts performs exceptionally well for trades. Facebook and Instagram work effectively for showing behind-the-scenes content of local sourcing decisions and community involvement. Physical signage on work sites and vehicles remains crucial for local visibility.

Are there specific demographic or psychographic segments of the market for whom the ‘local’ and ‘Australian’ narrative holds significantly more power?

Homeowners aged 40-65 with established community ties respond most strongly to local messaging, particularly those who’ve lived in the area for over five years. Small business owners also prioritise local contractors, viewing it as supporting the local business ecosystem. For these segments, emphasise community partnerships, local hiring practices, and economic impact messaging. Younger demographics respond better to sustainability and ethical sourcing angles rather than pure “local pride” messaging.

In an age of ‘greenwashing’ and ‘local-washing,’ what are the key elements of an electrical contractor’s operations that build trust with the local customer base?

Actively showcase partnerships with local electrical suppliers and document the sourcing journey. Display local hiring statistics and employee testimonials from community members. Make community involvement measurable and ongoing rather than one-off publicity stunts. Maintain detailed project portfolios showing local work, and ensure your team can articulate specific local partnerships during customer interactions. The verification comes through consistent documentation across digital platforms and customer testimonials that specifically mention local benefits they’ve experienced.

How crucial is it to train all customer-facing staff on the ‘local’ value proposition?

Staff training on local messaging is essential because technicians are your most credible brand ambassadors. Customers trust technical expertise over marketing claims. Train technicians to naturally mention local suppliers when discussing materials, reference community projects they’ve worked on, and explain how local sourcing affects service response times. Provide them with simple talking points about community impact rather than scripted sales pitches.