WHAT'S HOT AND WHAT'S NOT
November 2024
The national mood is recovering; international holidays and clothing are top purchase considerations; strong support for $16B student debt reduction plan; parenting and dining out expenses are all fuelling opinions and conversations this month.
1-4 November, 2024
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has recovered, having dipped since August 2024, and has returned to a higher net positive mood. Australians are currently feeling more relaxed and calm; overall, net positive emotions exceed negative emotions.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top three feelings are positive; with relaxed, calm and hopeful leading the list this month. Feelings of being anxious and stressed are the fourth and fifth most dominant moods.
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Purchase Consideration
International holidays top purchase considerations
An international holiday is the top purchase consideration for the month (26%) followed by clothing (25%), gardening (23%) and a domestic holiday (23%). Gardening had the largest increase since August 2024 (up 8 percentage points), likely an effect of Spring. The largest increases since the same time last year were for international holidays (up 4 percentage points) and domestic holidays (up 3 percentage points), signalling Australia’s desire to spend on travel, despite continued cost of living pressures. Overall, purchase consideration on all major categories is up 2 percentage points QoQ and consistent YoY.
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Conversation Starters
Strong support for student debt reduction
support the federal government's plan to wipe $16B from student debt.
Strong support for $16B student debt reduction plan
Our latest poll among readers of The Sydney Morning Herald found that nearly 75% support the federal government’s plan to wipe $16 billion from student debts. Support is particularly strong among the 65 and older cohort, with almost 8 in 10 backing the plan.
BRAND CONSIDERATION
For brands whose purpose aligns with these values, this is an opportunity to authentically champion fairness, opportunity, and education—fostering genuine connections with an audience that prioritises meaningful social impact.
Parenting expenses
Of Nine audiences believe spending under $200 is appropriate for hosting a baby shower.
How we feel about baby showers and other pre-baby expenses
Among Nine’s audience, 5 in 10 believe spending under $200 is appropriate for hosting a baby shower, particularly strong among those aged 45 and older. Of those aged 35-44, 4 in 10 think that spending between $200 and $499 is appropriate for a baby shower.
We’re spending the most on these pre-baby expenses; prams, medical expenses, car seats.
BRAND CONSIDERATION
Brands can consider positioning themselves as a go-to for high-quality, essential pre-baby items, offering reassurance and reliability during a pivotal time in consumers' lives.
Dining out expense
Families among those aged 45-54 are cutting back on dining out due to the rising cost of living.
Dining out is the expense most family households are cutting back on at the moment
Family households are cutting back on dining out due to the rising cost of living, particularly among those aged 45-54 (nearly 5 in 10). Expenditure on take-away and home delivery food is also one of the top items for cost cutting.
In contrast, only 10% say they are reducing expenditure on extracurricular activities such as sport, dancing etc.
BRAND CONSIDERATION
Brands can consider reframing the dining experience. Positioning dining-out promotions or meal kits as cost-effective, family-friendly alternatives. Brands can showcase value without compromising on quality or convenience.
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