WHAT'S HOT AND WHAT'S NOT
May 2026
While the national mood remains predominately negative, it has seen a slight increase since last month. Frustrated, Anxious, Stressed, Pessimistic and Sceptical are the top feelings this month, followed by Calm and Annoyed. In line with this, 1 in 3 are feeling a mix of optimistic and cautious due global unrest and rising costs. Nine's audience has seen an increase in active users of AI quarter on quarter to 1 in 2, with most active engagement focused on personal tasks.
1 May - 4 May, 2026
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood still remains predominately negative but has improved slightly since last month, suggesting that Australians have, to a degree, adjusted to the current global instability. The drop in net negative mood has positioned it to similar levels to COVID times, particularly August 2021. Australians are feeling frustrated, anxious and stressed, with these emotions seeing an increase year on year, reinforcing the dramatic shift in the world in comparison to May 2025.
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Dominant mood indicators
The top moods continue to be dominated by negative emotions, with frustrated, and anxious remaining the top 2 emotions. Stressed, pessimistic and sceptical follow to complete the top five ranking, keeping the dominant mood negative. The remaining top 10 emotions are a blend of positive and negative sentiments, with calm, annoyed, relaxed, unsure and overwhelmed, occupying positions six through to 10.
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NATIONAL MOOD BREAKDOWN
of the under 45 age group feel calm
Although the top three emotions are universally negative across all age groups, there is some variation in dominant emotion by age. Those under 45 are primarily anxious, while older audiences lean towards frustration. Additionally, calmness is reported less frequently among younger audiences, with only 13% feeling calm compared to 23% among older Australians. In line with last month, females report higher levels of anxiety (30%), while males feel pessimistic (26%), sceptical (26%) and annoyed (24%) more strongly.
BRAND CONSIDERATION
Brands must navigate a predominantly negative national sentiment through messaging that builds trust and provides a sense of stability.
Conversation Starters
OUTLOOK ON THE YEAR AHEAD
of Nine's audience are feeling cautious
1 in 2 Australians are cautious about the year ahead but the sentiment is dropping
While around 1 in 2 are still feeling cautious about the year ahead, there has been a slight drop since last month, reinforcing that people are adapting to the current climate. Younger audiences and females are showing a distinct shift in mindset, resulting in a 14 percentage point decrease in caution for those under 45 and a 9 percentage point decrease for females. Audiences attribute their cautious sentiment primarily due to global conflict and leadership, as well as economic pressures. Those with a mixed perspective feel secure in their immediate surroundings and everyday life, even as they acknowledge the instability of the global world.
BRAND CONSIDERATION
As audiences gradually adapt to global and economic instability, brands should pivot from addressing acute caution to reinforcing the local sanctuary by highlighting immediate security and everyday stability.
Concerns
of Nine's audience are concerned with national security
Global conflicts and rising prices continue to dominate concerns
The primary concerns for Australians remain consistent month on month with global conflicts and their impact on fuel prices as well as national security (75%) the top concern. This is followed by rising prices for essentials (71%) and increasing political polarisation (63%). While older audiences show a greater concern for the risk of recession, they are less likely than younger audiences to be concerned by high rent, ability to afford non-essentials (e.g., holidays, dining out) and loss of employment, suggesting greater financial stability and minimal changes in their spending habits. Additionally, males are less likely than females to show concern over global conflicts and the cost of essentials.
BRAND CONSIDERATION
Brands should emphasis value for budget-conscious younger consumers while maintaining premium offerings for more financially resilient older demographics.
AI USAGE
of Nine's audience are active AI users
AI Usage Frequencies
Among Nine’s audience, 53% are active users (report daily to monthly usage) of AI applications such as Chat GPT, Gemini, Co-Pilot or Open AI, with the majority using weekly. Active AI usage has increased by 12 percentage points since last quarter, signaling the growing acceptance and integration of AI within everyday life.
Active usage of AI is strongest among younger audiences (66%) and males (58%), with 1 in 2 of these groups using AI at least weekly, solidifying their position as innovators in AI adoption. The laggards of AI usage continue to be older audiences, with 31% aware but non-users.
BRAND CONSIDERATION
As AI adoption rapidly transitions from novelty to an integrated daily habit, brands should shift focus from mere awareness to practical, value-driven implementation that rewards active users while lowering the barrier to entry for non-users.
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