WHAT'S HOT AND WHAT'S NOT
September 2025
The national mood has seen an improvement in September, its highest in three years. This is most likely due to falling inflation and interest rate cuts, which have made Australian cautiously optimistic. As personal finances stabilise, people are feeling more secure, leading to a slow shift in consumer behavior. Shifting their focus towards making bigger purchases and discretionary spending on smaller luxuries are on the rise and these are all fuelling opinions and conversations this month.
5-8 September, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
A significant shift has occurred in Australia's national mindset this September, back to a net positive mood, the highest in three years. Overall, positive emotions are ahead of negative emotions with Australians feeling more relaxed, calm and hopeful than they have in some time.
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Dominant mood indicators
While the top 5 moods are positive emotions, including feelings of relaxation, calmness, hope, safety and optimism, Australia's national mood is study in contrasts, with the next four focusing on the negative, including frustration, anxiety, stress and annoyance. This might suggest that while personal well-being has improved, a lingering unease about broader issues remains.
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Cost of Living
Australians cautiously optimistic
More than half (57%) of Nine’s audience are feeling financially comfortable at the moment, a significant improvement over the last six months (up 13 percentage points). Significantly fewer (29%) feel like they are “just managing”, and 14% say they are “feeling the pressure” when it comes to their personal finances, again down compared to this time six months ago, suggesting a shift with a large portion of the population moving from feeling pressure to a majority feeling more secure with their finances.
Most are still being affected by the rising cost of utilities (69%), groceries (69%) and insurance premiums (66%). Low wage growth (9%) is having less impact than this time six months ago (down 16 percentage points), with wages now on the rise.
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Conversation Starters
Personal Finances
average increase in people seeing bigger purchases, like appliances and renovations, as 'must-haves' in the last 6 months
With personal finances stabilising, consumers are slowly shifting their focus toward making bigger purchases
While over six in ten of Nine's audience are still cutting back on spending due to the rising cost of living, a subtle shift is emerging. Consumers are showing a willingness to spend more on bigger purchases. This is demonstrated by a small increase in the number of people now seeing certain items as "must-haves." This includes: larger appliances and furniture, major home redecorations or renovations, and technology Items.
BRAND CONSIDERATION
As consumer confidence returns, a key for brands is to build a cohesive, multi-platform narrative. By meeting audiences across every touchpoint of their purchase journey, you can effectively influence decisions and drive conversion.
Spending
average increase in people calling out smaller luxuries as 'must-haves' in the past 6 months
Discretionary spending on smaller luxuries is also on the rise
There have been increases in the number of people calling out smaller luxuries as "must-haves” including apparel and accessories, dining out and takeaway food. This is especially relevant to younger audiences, under-45, suggesting the relentless pressure of the cost-of-living crisis is starting to ease, allowing people to justify these purchases again.
BRAND CONSIDERATION
To tap into the positive mindset of an audience ready to reward themselves, your brands messaging should be aspirational and celebratory. This reflects the shift toward smaller luxuries after a period of cutting back.
Subscription Must-HAVES
consider their subscription to a news-outlet a must-have expense
Subscription to news a must-have for 1 in 3 Australians
1 in 3 consider their subscription to a news-outlet a must-have expense, as do 1 in 4 for a subscription to pay-TV or a streaming service. While a subscription to music streaming services or podcasts is more likely to be a must have for people aged 25-54. With finances stabilising, the Nine audience are more inclined to pay for content they perceive as valuable.
BRAND CONSIDERATION
By strategically placing your brand message within a trusted, subscription-based news and streaming environment, you can create a powerful brand association.
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