Finding Financial
Finding Financial Freedom 2025
We’re still navigating a poly-crisis world – the impact of multiple crises hitting us all at once – making modern life incredibly challenging with significant impacts on our well-being. Notably, Aussies are still buckling under ongoing cost-of-living challenges with most of us (93%) having actively made at least a few life changes in response. But optimism is on the rise with one in three ‘very or extremely optimistic about their financial situation in the next 12 months’ – a significant 3% increase since 2024. Yet, the feeling that ‘my finances control my life’ has surged to 37% in 2025, up 12 points since 2021, signalling a growing mental load.
Australians are making deliberate trade-offs, balancing essentials with aspirations, and redefining what quality of life means in a world of uncertainty. And this tension is shaping behaviour. We are becoming more deliberate, weighing every dollar against competing priorities. The question for brands is how to create value in a world where trade-offs are the norm? The answer lies in innovation and disruption – simplifying choices, reframing value, and helping consumers protect what matters most: their quality of life.
Financial wellbeing isn’t about knowing more. It’s about feeling in control. Brands that enable confidence will own the future.
Finding Financial Freedom is Kantar Australia’s annual state-of-the-nation into the financial wellbeing of Australians. This year we’re deep diving into property, retirement, self-esteem, wealth management, and the influence of AI, and much more.