Mediahub Australia’s second annual Scout consumer study, “The Paradox of Purchase Decisions,” surveyed 1,000 Australians and uncovered a complex consumer landscape.
While cost-of-living pressures remain a primary concern for 50% of respondents, this is down by 13% year-on-year, while overall feelings of contentment have risen by 9% year-on-year. Anxiety levels have also decreased by 10%, with 21% reporting anxiety in 2025 compared to 31% in 2024. This suggests a growing resilience and adaptation to ongoing financial challenges.
“Global issues like tariffs and geopolitical tensions have put consumer spending under scrutiny,” says Linda Fagerlund, Chief Strategy Officer at Mediahub ANZ. “Amidst the negativity, consumers are shifting their mindset. Australians are tightening their belts, but they’re also reframing what brings happiness. Contentment now centres on connection, quality time, and feeling in control. This is the paradox of purchase decisions – brands need to speak to both the head and the heart.”
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