Australia – Australians are entering 2026 with a more pragmatic and optimistic mindset, prioritising value-driven spending, flexible lifestyles, and national pride while continuing to seek premium experiences at accessible prices, according to a new report from Kantar
Despite ongoing economic and emotional pressures, consumers are showing stable life satisfaction, rising confidence in their financial futures, and a willingness to invest in quality products and meaningful experiences. While price remains a major consideration, premium aspirations have not disappeared, and Australians are increasingly balancing personal space with shared experiences.
More than half of Australians now say they want time to themselves, even as interest in collective achievement, fandom, and group participation continues to grow. At the same time, preference for Australian-made products has reached record levels, signalling stronger national pride and trust in local innovation.
“While brands must be sensitive to and address anxieties, it’s imperative to also double down on optimism, humour and moments of joy in messaging,” says Dan Robertson-Jones, partner – marketing strategy and head of culture and futures at Kantar Australia.
“The brands that succeed in 2026 will be those that deliver premium experiences at accessible prices, enable collective achievement, and celebrate what makes Australia unique.”
The report indicates that Australians are not withdrawing from ambition, but redefining it.
“Australians are not retreating. They are reshaping their aspirations in ways that are flexible, social, and emotionally rewarding. It’s important for marketers to position their brand as a source of stability and control, not just escape. And while there’s a lot of narrative out there around the loneliness epidemic, the Australian desire for time with others (47%) is unchanged since 2018. In fact, over half of Aussies now wish for time to themselves (53%). Marketers must be cautious to not over-index on ‘reconnection’ tropes but rather, offer flexible experiences that respect both togetherness and personal space.”
The study also highlights a shift in tone from crisis-driven messaging toward progress and empowerment.
“Empowering consumers with tools, choices, and narratives that reinforce their agency will resonate,” adds Robertson-Jones.
“In fact, the mood is shifting from fatigue to pragmatic optimism. People are moving forward, focusing on what can be built and improved. Marketers must move beyond ‘crisis’ messaging by championing stories of progress, adaptation, and attainable aspirations. It’s important to make your Australian campaigns and activations about enabling progress, not just soothing fears. The opportunity is to lead, not just react.”
One of these trends, described as “collective attainment,” reflects a growing willingness among Australians to pool resources to reach major goals, with nearly 47% of those considering property purchases open to co-buying with a friend. Group buying is also expanding across everyday categories as cost pressures persist.
Another trend highlights the coexistence of price sensitivity and premium demand. While 63% of Australians say price is more important than brand names, 62% still plan to purchase premium products or services in the year ahead, signalling an emphasis on perceived value rather than brand alone.
The report also identifies a rise in “treat” spending, with 42% of Australians likely to indulge in small purchases and 29% planning once-in-a-lifetime splurges, even as comfort with short-term debt increases.
At the same time, willingness to pay more for environmentally friendly products has declined to 52%, pointing to eco-fatigue and a growing expectation that sustainability leadership should come from businesses and government rather than individuals.
Fandom and shared cultural moments are also gaining momentum, with 27% of Australians attending live sporting events monthly and anticipation building around the 2026 FIFA World Cup. Meanwhile, national pride continues to strengthen, with 62% of Australians preferring to buy Australian-made products when possible, supported by confidence in local innovation across sport, technology, and sustainability.
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