Secrets & Lies

Secrets & Lies has proven to be a profound and illuminating study of our people and our culture. Knowing how to respect the need for secrets and understanding the lies we tell (without any judgement), can be a powerful tool in our economy. Australians and New Zealanders are complex and layered. In this complexity marketers can find plenty of opportunities. And that is golden.”  Rose Herceg, Chief Strategy Officer WPP AUNZ

Secrets & Lies is WPP AUNZ's major thought leadership platform. The first research study of its kind, it measures the difference between what we say and what we really think. What are the public values reported versus the private truths hidden? 

The series of reports are based on research undertaken with WPP AUNZ’s Colmar Brunton and LiGHTSPEED, drawing on data from more than 8,000 Australians and New Zealanders.

Chapter one explores our personal and social identity.

Chapter two looks at national identity.

Chapter three focuses on the identity of ageing. 

To hear the full story behind the data and the implications for your brand or organisation, WPP AUNZ’s Chief Strategy Officer, Rose Herceg, is available to present the findings in person. Get in touch to find out more.

Secrets & Lies Chapter 3: Ageless & Booming 


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