Urban List have celebrated their tenth anniversary by launching their new brand strategy – Good life. Good company. – as Australians step out to the cities.

The new strategy will see a revamped website, direction and promise, shifting focus to the importance of connection, meaningfulness and creative spirit.

“Our original brand promise — your best life starts here — was entirely apt for the 2010s, a decade that centred on peak optimisation and self-expression,” says head of brand experience, Sophia Wilcox.

“But such an individualist, aspirational proposition seemed misplaced after experiencing a pandemic,” says Wilcox.

The revamped strategy comes following research from an Urban List report published mid year — The Big Still — in which 13,000 Australians and New Zealanders shared thoughts on the cultural and community shifts they believed would endure. 

The report found that 85 percent of consumers were drawn to a future of more meaningful experiences, with only one in ten people believing they would return to their pre-pandemic lifestyle.

Urban List founder and chief executive officer, Susannah George, says her team identified the shift to belonging and culture early, and stepped up to provide a sense of community to mitigate the isolation so many felt.

“What began as a heartfelt drive to ensure no one was alone, gradually started to expose new forms of connection — a groundswell of conversation, across our markets and channels, with a plurality of perspectives and potential befitting of our new decade,” says George. 

Wilcox says the new direction is a result of understanding what is now important to the audience.

“Good life. Good company. — our new position — is a true reflection of who we are as a business, what we offer our community, and where culture is at; a nuanced and important shift that was fuelled by listening to our audience, designed to take the pressure off and enable them to show up as themselves and be,” says Wilcox.