WHAT'S HOT AND WHAT'S NOT
February 2025
The national mood is on the decline; travel and clothing top purchase considerations; Australians recognise the importance of female representation; Recognising the importance of financial independence for women are all fuelling opinions and conversations this month.
13-17 February, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood declined considerably in February 2025 with a higher net negative mood. Australians are currently feeling more anxious and frustrated. Overall, net positive emotions have risen to their highest levels since April 2022.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 2 feelings are negative, with feelings of being anxious and frustrated topping the list this month. Despite this the 3rd, 4th and 5th dominant moods are positive with feelings of being calm, hopeful and relaxed.
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Purchase Consideration
Travel, fashion & home top of purchase consideration
An international holiday is the top purchase consideration for the month (26%), followed by clothing (25%), a domestic holiday (22%), gardening (20%) and health-related items (18%).
Gym or fitness memberships had the largest increase since November 2024, while the largest increases since February last year came from clothing, international holidaying, gardening and major home improvements. Overall, purchase consideration across all major purchasing categories is up 4 percentage point from the same point last year.
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Conversation Starters
Female representation
Nearly 3 in 4
agree that female representation is important in shaping a fair and equitable society
Nine’s audience recognise the importance of female representation
Among Nine’s audience nearly 3 in 4 agree that female representation is important in shaping a fair and equitable society, and that the media plays an important role in shaping public perceptions of women.
There is low agreement among Nine’s audience that there is an adequate number of visible female role models, particularly among the female audience where only 1 in 4 agree with this statement.
BRAND CONSIDERATION
Ensure women are not only visible but authentically represented across brand campaigns, sponsorships, and storytelling. Brands should consider featuring women of different ages, backgrounds, and experiences in ways that reflect real life, reinforcing their contributions across all aspects of society.
financial independence for women
3 in 4
agree that women should be encouraged to build wealth and make their own financial choices on their own
Nine’s audience recognise the importance of financial independence for women
Among Nine’s audience there is general agreement (3 in 4) among both males and females that women should be encouraged to build wealth and make financial choices on their own, and that financial independence is essential for women to achieve true financial freedom.
BRAND CONSIDERATION
Brands can highlight women who have achieved financial independence across different industries, demonstrating pathways to success and inspiring others to take control of their financial futures.
Female empowerment
Over 2 in 5
chose 'Equality' as a word to define female empowerment
Female empowerment means many things to Australians
When asked for up to three words that define female empowerment, many among Nine's audience mentioned equality, equal opportunity, choice, safety and respect. Equality in particular was mentioned by over 2 in 5 of Nine’s audience.
Among the females in Nine’s audience specifically the terms of choice, safety, respect, freedom, strength and independence are also mentioned highly.
BRAND CONSIDERATION
If female empowerment aligns with your brand values, go beyond surface-level representation by investing in programs, sponsorships, and content that drives real impact. This can include mentorship programs, equal pay advocacy, or workplace policies that promote gender equality.
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