“Proudly Local, Going Global” is a global consumer trend first identified by Euromonitor as part of its Top 10 Global Consumer Trends for 2020. Since the onset of the Coronavirus, many of these consumer trends have shifted, but the Proudly Local, Going Global trend has been made stronger by COVID-19, especially in Australia. Disruptions in the supply chain and panic buying have highlighted the importance of localised supply chains, and thereby consumers to buy local and be more self-sufficient and sustainable. Australian industries such as beauty and personal care have adapted to this trend, using native ingredients and being transparent about where they are sourced. The Proudly Local, Going Global trend is likely to continue in the long term as this shift in consumers’ approach and attitude towards consumption is here to stay. Businesses will need to get adapt in order to survive and thrive in a post-pandemic world.