• 75% seek financial and lifestyle outcomes delivering on a ‘quality-of-life quest’

• 1 in 5 are investing in property, as savings accounts (72%) and super (61%) dominate portfolios

• 54% Gen Z and 59% Millennials prioritise investing, 36% Gen Z and 34% Millennials reduce debt

Sydney, 5 November 2025: The Aussie dream of home ownership is evolving. Once defined by the pursuit of a forever home, it now reflects a more strategic mindset where property is seen as an investment, not just a milestone of security, according to Kantar’s Finding Financial Freedom 2025 study. With 75% of Australians seeking financial and lifestyle outcomes delivering on their ‘quality-of-life quest’ well over two in five claims to be living it (43%, +4%), and 45% are now ‘not worried’ about cost-of-living impacting big life plans (+3%).

“As post-pandemic realities and shifting socio-economic, political and technological forces redefine what Australians consider essential for a ‘good life’, they are increasingly seeking to balance happiness versus the hip pocket,” says Kantar Australia Head of Qualitative Carolyn Reid.

“The great Australian dream persists, but its drivers have evolved from emotional security to financial strategy. One-quarter of Aussies (23%) are keen to invest more overall in an appetite outpacing the urge to reduce debt. This is because for many, investing isn’t just about wealth creation, rather it’s about building a safety net and a sense of stability in an unpredictable world. And it’s about resilience and control. Conventional wisdom suggests that financial pressures dampen the appetite for investing – but the data tells a different story.”

Well over half of Australians (56%) prioritise investing or saving compared to over one-quarter (27%) focused on debt reduction. Even younger Australians – often assumed to be debt-first – are leaning into investing led by 54% of Gen Z and 59% of Millennials, while 36% of Gen Z and 34% of Millennials are more focused on reducing debt. This is partly driven by the quality-of-life quest as people re-think how they spend. Kantar’s 2025 Global Monitor shows that nine in 10 Australians are likely to treat themselves to ‘little luxuries’ in the next 12 months (89%) and three in five (58%) are strategically using loyalty programs as a strategy to save in everyday life – a figure that is +18% higher than the global average.

Cost-of-living pressures are also still influencing decisions. Concern about affordability has risen (+3%) with 12% of Australians worried about its impact on moving house, driven by Gen Z (22%) and Millennials (16%). However, cost-of-living concerns are less pronounced among first-home buyers (11%, -3%) and those buying their next home (7%, -2%). Rental market pressures remain acute and are influencing investment decisions. With just 12% of Australians expecting the rental crisis to improve, and 11% worried about its impact on property investments (rising to 16% among Gen Z), there are some fears around rental viability and maintenance costs that could deter first-home buyers who plan to become future investors – shaping choices around location, property type and mortgage size. 

Finding Financial Freedom reveals that while traditional investments like savings accounts (72%) and super (61%) dominate and form the foundation of most financial portfolios, there’s a healthy spread across direct equities, property and emerging assets. One in five (18%) are investing in property (19%) or increasing other investments (18%); and one-quarter (23%) are putting more money into super – the highest of any wealth building option, rising to 27% of Millennials and 25% of Gen Z.

“Property investment, once the cornerstone of wealth-building, now competes with alternative asset classes for share of wallet,” says Reid.

“For this rising group of new wealth warriors, investment is personal. But for most, financial security beats big returns, meaning that property must be part of a broader wealth building strategy. Australians are rethinking how property fits into their financial future. While home ownership remains aspirational, it is no longer the sole marker of success. Rather, it’s one component of a diversified wealth plan. In fact, superannuation is a major focus, with one-quarter of Australians (26%) increasing their contributions and over one in five (22%) starting extra contributions, highlighting a growing awareness of long-term savings.”

“Many of the most valuable brands in Australia’s 2025 Kantar BrandZ ranking are linked to financial services, and playing a direct role in our financial freedom,” adds Kantar Australia Head of Brand Strategy Ryan France.

“And the opportunity is ripe for brands to support Australians long-term – from those educating people on their inherent investments through compulsory super, to helping property hunters set themselves up for the future. I’d argue that super is, or could be, the next biggest financial arena for ordinary Australians to create their future selves. Super brands that manage to engage Australians in visualising and creating those future selves will earn themselves a competitive advantage.”

From bare necessities (own home, secure job, food on the table) to an expanded definition of quality-of-life, brand remains a critical partner in the property journey. With four in five Australians saying that brand choice is ‘very or extremely important’ when buying property, there’s a clear opportunity for brands – banks, fintechs, property specialists, insurers and developers alike – to deliver solutions that meet diverse needs across the entire journey.

Brands that simplify complexity, provide flexible pathways, and build trust through education will be best positioned to succeed. Along with clarity of communication, the experience delivered via technology and throughout the journey matters. Kantar BrandZ data shows that online portals excel in consumer experience and utility. Australians have diverse needs, and brands that acknowledge and cater to these needs with seamless, personalised experiences will have the greatest impact.