Nine’s thought leadership and insights series, State of the Nation, dissects the state of play across key categories challenging marketers right now.
Each sector update provides a platform to voice opinion among key industry players, share insights and ideas derived from Nine’s audience intelligence, and pave a way forward to help brands navigate the future.
There is a growing cohort of young Australians who are finding new pathways to manage their money and grow their wealth. We will explore their broader financial needs and behaviours, delve deeper into new pathways to wealth, look to unearth emerging financial trends and investigate the adoption of new platforms to help them make their future financial decisions.
Recap on State of the Nation Finance live stream event
Full Event Stream
Research Debrief
Panel Session
Commercial Initiatives
The Research
A multi-method approach to insights
Desk Research
Consumer Pulse surveys with Nine's audiences*
Quantitative exploration of ‘wealth mindset’ individuals under 40
Cultural Intelligence with Lab AI
Qualitative interviews with leading-edge, wealth-minded individuals under 40
The current state of play
Australia’s economic outlook…
Inflation impacting finances
Weaker share market
Cost of living pressures
Supply chain disruption
Despite the disruption of COVID-19, Australia’s household wealth has surged.
According to the Australian Bureau of Statistics(ABS), household wealth has skyrocketed by
$518 billion
Wealth per person hit
$492,055
and total household wealth hit
$12 trillion
- both records
We are at the cusp of the largest intergenerational wealth transfer in history
In Australia, millennials will inherit
$3.5 trillion over the next 20 years
an average of $320,000 per person
Source: Firstlinks Nov '20
So who are the next wave of wealth?
2 in 3 Australians aged 18-39 have an investment portfolio
of 18-39 year-olds have investments
15%
have directly owned shares
14%
own real estate outside of their own home
10%
have a cash management account or trust
'The next wave of wealth' of under 40's is:
More diverse
51%
Male
49%
Female
compared to 60% males / 40% females for those aged 40+
More values-orientated:
58%
generally have progressive views
higher than those aged between 40-54 (50%) and 55+ (34%)
92%
say it is important to be ambitious
8pp higher than those aged 40+
Source: Nielsen CMV Survey, Mar ‘21 - Feb ‘22
They are more diverse, more values-oriented, and success is important to them (success = passion)
Decoding the Landscape
Mapping salient cultural conversations on wealth and young people in Australia
Key
How to engage the new wave of wealth
'The New Wave of Wealth' is driven by passion
Financial providers will need to promote products and services that talk to evolving priorities and new ways in which they can offer advice or assistance
They seek financial communities and ethical practices
How they manage their finances aligns with the broader interests – and comes with the expectation of a community mindset that reflects their values
They want information instantly and easily accessible
To grow with the new wave, financial institutions need to play by the new rules of engagement through a range of platforms – from the most trusted and established sources to aligning with credible new perspectives
They’re less risk-averse
With more emerging and experimental paths to grow wealth there is an opportunity for brands to own the gap between innovation and trusted investment
Our readers are engaging with our finance brands across multiple dynamic platforms
Digital
Podcasts
EDMs
Activations
9Honey
Utilise the power of Nine's data to reach an audience at different stages of their finance journey
Socially Aware Change Agents
Premium Socially Progressive
Rising Wealth
Informed Professionals
We have at our disposal Australia’s largest data footprint – almost 20 million registered users. We can help you reach your core audiences through Nine’s unique consumer segmentation, 9Tribes, wherever they are on their financial journey to wealth, or by surfacing your messaging in relevant content via Contexti targeting. Nine’s data strategy allows you to maximise the efficiency and effectiveness of your media buying, delivering the right message to the right person at the right time, in a premium content environment.
A wealth of new opportunities
Ways in for brands
Budgeting
New Couples Budgeting Series
Money with Jess
Jessica Irvine Super Brand
Market Spotlight
Editorial Integration into Investing | Shares | Bitcoin
Super Series
New Editorial Educational Series
AFR/ Wealth Generation
New Podcast and Content