WHAT'S HOT AND WHAT'S NOT
March 2026
The national mood is generally more negative, with a continued drop in Net Positive Emotions while Net Negative Emotions has increased. Over 1 in 2 of Nine’s audience are feeling secure with their finances, however rising costs are still having an impact with 65% wanting to cut back on spending, particularly on unnecessary luxuries; all fuelling opinions and conversations this month.
6 March - 9 March, 2026
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
There continues to be a slight drop in positive sentiment in the national mood while negative sentiment has remained dominant, seeing a slight increase.
The top 3 moods are calm, relaxed and anxious, with people also feeling hopeful, frustrated, and safe. The contrast between these suggests that while people are feeling generally calm, emotions of anxiety and frustration remain.
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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 reflect this contrast with calm, relaxed and anxious topping the list this month. The mix in emotions continues through the list with hopeful, frustrated and safe, the 4th, 5th and 6th positions, and the lower half of the top 10 feelings including pessimistic, sceptical, annoyed and optimistic.
Conflicting emotions persist across Nine’s audience, while calmness remains, global unrest is contributing to heightened pessimism in comparison to last month.
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NATIONAL MOOD BREAKDOWN
of the under 45 age group feel stressed
While the top 5 feelings overall are a mix of both positive and negative emotions, those under 45 show stronger negative feelings. One third of younger audiences feel stressed (33%), anxious (32%), and frustrated (29%). Contrastingly, Nine’s audience over 45 show a higher affinity for positive emotions, with around 1 in 4 feeling calm (26%) and relaxed (25%).
BRAND CONSIDERATION
Shift your messaging from a "one-size-fits-all" positive tone to one that mirrors the specific emotional reality of each demographic.
Cost of Living
Australians are secure but still concerned
More than half (56%) of Nine’s audience are currently feeling financially comfortable, which is consistent with last quarter (57%) but an increase from this time last year (up 12 percentage points). 29% feel like they are “just managing”, and 15% say they are “feeling the pressure” when it comes to their personal finances, which remains in line with this time 6 months ago, suggesting that feelings of financial security have reached a stable level.
Most are still being affected by the rising cost of groceries (71%), insurance premiums (70%), and utilities (68%). However, the impact of the rising cost of groceries on consumers has reduced in comparison to last year (down 7 percentage points).
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Conversation Starters
DISCRETIONARY SPENDING
of Nine's audience are cutting back on spending
While personal finances have stabilised, consumers are still looking at cutting back and reducing discretionary spending
In line with last quarter, 62% of Nine's audience are cutting back on spending due to the rising cost of living. While consumers have not yet already started reducing their spending, they are conscious about it, with a growing intent to cut spending in the next 3 months. This reduction primarily targets discretionary spending on International or Domestic Holidays, Dining out and Takeaway Food. Pet(s) and Investments categories are seen as essential with 1 in 5 considering these products and services a “must have”, consistent with last quarter. However, even as consumers plan to cut back on unnecessary spending, 4 in 5 remain willing to spend more on products they perceive as high quality and superior, suggesting that value is important.
BRAND CONSIDERATION
Even as 62% of the audience plans to cut back, the fact that 4 in 5 are willing to pay more for perceived high quality reveals that consumers are not looking for the "cheapest" option—they are looking for the "safest" investment.
Purchase Considerations
of those under 45 consider Education a "must have"
Willingness to cutback on spending differs between demographics
Reduction on spending varies across ages, with audiences over 45 showing less concern than younger audiences to cost of living increases, maintaining spending on discretionary items such as subscription to news (34%) and International or Domestic Holidays (24%). Consumers under 45 have already reduced their spending on non-essentials such as Dining out and Takeaway Food, International or Domestic Holidays, and Apparel & Accessories. Nine’s younger audience are also more willing to reduce spending in the next 3 months on essential items such as Utilities and Insurance products. However, Education is considered a “must have” for 1 in 3 of those under 45. Additionally, Males show a willingness to spend on Investments.
BRAND CONSIDERATION
Brands must position products as "essential future-proofing" for cost-sensitive younger audiences while doubling down on "premium lifestyle preservation" for the more resilient over-45 demographic.
SUBSCRIPTIONS
of consumers over 45 consider their subscription to pay-TV or streaming service a must-have expense
The value of subscriptions shift by age with news a must have for 1 in 3 of those over 45
1 in 3 of consumers over 45 consider their subscription to ‘news’ a must-have expense, as do 1 in 4 for a subscription to pay-TV or streaming service. While for people aged under 45, a subscription to music streaming services or podcasts are more likely to be a ‘must have’. However, younger audiences have already reduced spending on subscription services, such as pay-TV or streaming service (41%), food delivery services (32%) and subscription to gym, fitness or wellness (22%).
BRAND CONSIDERATION
Brands must prioritise "platform-specific loyalty" by positioning news and streaming as non-negotiable lifestyle anchors for the resilient over-45 demographic, while pivotting to low-friction, "high-utility" audio and wellness bundles to retain cost-cutting younger audiences.
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