WHAT'S HOT AND WHAT'S NOT
March 2025
The national mood has weakened as feelings of being unsure rise; cost of living has impacted expenditure on food-related expenses, while cost of living tops the list of issues facing Australians coming in to the Federal Election are all fuelling opinions and conversations this month.
7-10 March, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has declined further reaching the lowest levels since September 2021, with a higher net negative mood. Australians are feeling more pessimistic, fearful and unsure. Overall, net negative emotions are ahead of positive emotions, a trend that has continued for the past three tracked months.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. Two of the top five feelings are positive, with calm and relaxed being 2nd and 3rd on the list this month. Feelings of being anxious, stressed and frustrated hold the 1st, 4th and 5th positions. There is also an increase in people feeling unsure and fearful this month.
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Cost of Living
Australian still feeling the pinch
Fewer than half of Nine’s audience are feeling financially comfortable at the moment, which mirrors a consistent sentiment over the past year. One in three Australians feel like they are “just managing”, and one in five are “feeling the pressure” when it comes to their personal finances.
Most are being affected by the rising cost of groceries (78%), utilities (68%) and insurance premiums (68%). The rise in petrol prices (43%) is having less impact than this time last year (down 12 percentage points).
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Conversation Starters
Voter concerns ahead of the Federal Election
Nearly 3 in 4
agree that cost of living is one of the top three issues in the lead up to the Federal Election
Australians believe cost of living, housing and health are the top 3 issues facing the nation in the lead up to the Federal Election
Among Nine’s audience, nearly 3 in 4 agree that cost of living is one of the top three issues in the lead up to the Federal Election, a sentiment particularly felt by the 35-44 age group.
Females are more likely to select housing and health as top issues while males are more likely to select energy and immigration.
Looking by age group, the-under-45s show a higher likelihood to select cost of living and housing, while the over-45’s are more likely to select youth crime, energy, immigration and handling an ageing population.
BRAND CONSIDERATION
The divide in issue priorities present an opportunity for brands to refine their messaging approach. Campaigns can tailor messaging based on demographic, age etc.
Consumer spender confidence
Only 1 in 5
plan to hold off on major purchases until after the Federal Election results are known
Australians are not planning to hold off on major purchases as a result of the Federal Election
In positive news for brands, only 1 in 5 of Nine’s audience plan to hold off on major purchases until after the Federal Election results are known.
Under-45’s are the least likely to hold off on major purchases, while the 45-54 age group is more likely, although this is only 25% of the 45-54 audience.
BRAND CONSIDERATION
With the vast majority of Aussies not delaying major purchases due to the Federal Election, brands can continue driving demand and engagement without disruption. Campaigns that lead into confidence and immediacy will resonate.
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