Kantar’s Global Monitor shows Australians are seeking more optimism, wellbeing, enjoyment and more for their money, and that brands meeting these emerging needs can command a six-fold growth advantage

• Time is a more precious resource to twice as many Australians as money (37% vs. 20%)

• 9 in 10 Aussies are likely to ‘treat themselves’ to small indulgences in the next 12 months

• 76% say seeking help for mental health is normalised in Australia (10% higher than globally)

Sydney, 17 November 2025: As Australians continue to navigate a poly-crisis world of multiple overlapping challenges that compound uncertainty and volatility, almost nine in 10 (87%) are feeling that the world is risky, uncertain, and out of control. Unsurprisingly then, safety – financial, digital, physical and mental – is paramount to all Australians, according to Kantar’s 2025 Global Monitor.

The study of over 1,100 Australians reveals a concerted focus on what they can control as they seek ‘a return to me’. They want more out of life, but with less effort, with time now seen as the most precious human resource in everyday life, surpassing money (23%, -9% from 2020), information (20%, + 3%) and energy (17%, + 2%), says Kantar Australia’s Head of Cultural Foresight, Dan Roberston-Jones.

“The ‘infinite workday’ is a reality with constant interruptions, longer hours, and blurred boundaries between work and personal life. At the same time, there’s a marked rise in Aussies now setting personal boundaries, with people actively protecting their time and limiting distractions. As such, we are seeing people take both big and little actions to protect their time and pushing back against the ‘always on’ culture, as they increasingly recognise the need to set rules and guidelines to better protect their time and mental wellbeing.”

The study reveals that Australians are setting boundaries such as taking steps to ensure online personal information is safe (82%) and taking steps to minimise financial risk (77%) and ensure physical safety (77%); alongside prioritising finding moments of joy, such as maintaining or improving mental wellbeing (76%), ensuring good physical health (74%) and seeking flexibility to what they want at any time or place (70%).

“Cultural vibrancy is linked to higher brand growth. In fact, those brands that help Australians feel youthful, connected, and joyful stand out and can command six times growth,” adds Roberston-Jones.

“We all want to have less ‘noise’ and more simplicity in our lives, opportunities to connect with community and culture, and to engage in experiences that create fun, positivity, escapism, and balance. As such, there’s a strong push to minimise distractions and optimise personal wellbeing. Aussies are fast adopting a ‘more mindset’ and are increasingly driven by four key aspirations:

1. More for our money: Nine in 10 (89%) say they are likely to ‘treat themselves’ to small indulgences or ‘little luxuries’ in the next 12 months, while three in five (58%) are using loyalty programs as a strategy to save money in everyday life – a whopping 18% higher than the global average. Unlike much of the rest of the world, Aussies are more focused on getting more out of their spending rather than cutting it.

2. More optimism: Despite low satisfaction, there’s a desire for greater happiness, energy and control. Only 37% are highly satisfied with their lives in general, with 68% ‘middling’ – neither strongly dissatisfied but not extremely satisfied. But 72% say that their lives would be happier if they had more energy (21%), felt that the future would be better than today (16%), a greater sense of ‘purpose’ (16%), and more control over the way they live (16%). While macro issues (cost-of-living, healthcare, retirement) remain concerns, well over three in five (63%) are risk averse with 59% preferring to ‘play it safe’ and looking to authority for leadership on big issues.

3. More wellbeing: Australians are taking actions to protect their mental, physical and financial health with three-quarters believing that seeking help for mental health is ‘accepted or normalised’ – a whopping 10% higher than the global average. The range of tasks people are undertaking to improve their mental health are significant; just over a quarter journal or undertake other forms of self-reflection (27%), nearly a third ‘consult a licensed mental health professional or therapist’ (30%), while ‘taking time to rest and do nothing’ (89%), spending time outdoors in nature (79%) and ‘çooking or baking at home’ (78%) are more common activities Aussies are undertaking. Notably, every metric measured in the Global Monitor has increased since 2020.

4. More enjoyment: In this less ordered world, the craving for the ‘good life’ has intensified. The fastest growing values for Aussies since the onset of the pandemic in 2020 are empathy (77%, +6%), escapism (54%, +6%), novelty (43%, +5%), learning (7%, + 5), mindfulness (65%, +4%) and fun (73%, +4%).

“As Australians continue to navigate a complex, uncertain world by setting boundaries, prioritising wellbeing, and seeking small joys; brands and organisations that support these needs by offering simplicity, authenticity and positive experiences, are best positioned for growth.”