WHAT'S HOT AND WHAT'S NOT
February 2026
The national mood is relatively stable, however net positive emotions has dropped slightly, while net negative emotions remains consistent. Nine's audience are feeling financially secure with 4 in 5 making bigger purchases, particularly discretionary purchases such as holidays and apparel; all fuelling opinions and conversations this month.
6 February - 9 February, 2026
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has remained relatively stable, however there has been a slight drop in positive sentiment while negative sentiment has remained consistent and is still dominant.
While the top 3 moods are calm, relaxed and hopeful, people are also feeling anxious, stressed, and frustrated. The contrast between these suggests that while people are hopeful coming into the new year, they are still feeling concerned and uneasy.
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Dominant mood indicators
The top 10 dominant moods are an equal mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month. Negative emotions follow though with anxious, stressed and frustrated the 4th, 5th and 6th positions. The lower half of the top 10 feelings are a mix including optimistic, safe, annoyed and unsure.
This suggests that even as the new year begins that emotional landscape remains consistent with the previous month. A pattern of contradiction remains, as while optimism persists among consumers, anxieties and stresses are sustained from ongoing social and cost of living pressures.
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Conversation Starters
NATIONAL MOOD BREAKDOWN
of the 45+ age group feel calm and relaxed
While the top 3 feelings overall are positive, this varies by age with those under 45 in Nine’s audience showing stronger negative feelings. Around one third of younger audiences feel anxious (35%) and stressed (29%), and one quarter feel frustrated (22%). However, Nine’s audience over 45 show a higher affinity for positive emotions, with around 1 in 3 feeling relaxed (27%) and calm (27%).
Females within the audience report feelings of positivity coming into the new year, characterised by relaxed (25%), calm (25%) and hopeful (24%). Similarly, males express similar feelings with one third feeling calm and relaxed. However, they are also characterised by feelings of frustration (26%).
BRAND CONSIDERATION
Brands should position themselves as problem solvers or stress-reducers. Avoid "toxic positivity." Instead, use empathetic messaging that offers stability, ease, and practical support.
Purchase Considerations
are considering an international holiday
Consumers are showing less financial stress, with 4 in 5 considering making a bigger purchase
While a fifth of Nine’s audience are cutting back on spending due to the current high cost of living, consumers are generally showing less financial stress and a higher willingness to consider a major purchase. The top 3 purchases being considered include an international holiday (27%), a domestic holiday (25%) and apparel (23%), highlighting the increase in luxury spending.
This is demonstrated by the slight increase in discretionary spending in comparison to last year, particularly for domestic travel. Investment items that will provide long term benefits have also seen a slight increase with a higher number of consumers considering solar power.
BRAND CONSIDERATION
Luxury Spending
females see apparel as a 'must-have'
Luxury spending remains high, but purchases vary between groups
Under 45 consumers show a willingness to spend, however maintain a level of mindfulness about the high costs, reflected in a preference for a domestic holiday (30%). While those over 45 typically have more financial stability, with 1 in 3 considering an international holiday (27%). Among female consumers, apparel is seen as a ‘must-have’ with 1 in 3 willing to spend on it, while males instead show a preference for an international holiday (30%).
BRAND CONSIDERATION
Brands cannot simply market "luxury" as a monolith; they must align with the specific type of indulgence each segment prioritises.
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