Study finds Australians still prioritise experiences despite financial pressure

Australians are tightening their budgets but not at the expense of living well, according to new research from full-service media agency Mediahub.

The company’s second annual Scout consumer study, The Paradox of Purchase Decisions, surveyed 1,000 Australians and found that 55% still prioritise experiences over possessions.

Dining out and travel top the list for 30% of respondents, even as economic uncertainty, rising costs and potential tariffs put pressure on household spending. While 50% of respondents still cite cost-of-living as their main concern, the figure is down 13% from last year.

Contentment is up by 9%, and reported anxiety has dropped by 10 percentage points — with just 21% of Australians reporting anxiety in 2025 compared to 31% in 2024. The results suggest a growing resilience and mindset shift among consumers adapting to ongoing financial challenges.

“Global issues like tariffs and geopolitical tensions have put consumer spending under scrutiny,” Linda Fagerlund, Mediahub chief strategy officer, said.

“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.”

One of the more surprising findings is that while delays in big-ticket spending have doubled year-on-year, emotional connection to brands has become more important. Consumers are more price-sensitive for everyday items but expect long-term value and purpose from larger purchases. Brand reputation and aspirational messaging play a stronger role when the stakes are higher.

The report also points to a sharp gender divide. Men are significantly more optimistic, while women are reporting higher levels of anxiety, highlighting the disproportionate mental load still carried by women.

The research suggests brands have a role to play in offering practical support and building community with women in mind. Even as 36% of Australians say they’re making trade-offs around holidays and travel, more than half still say they prioritise experiences. That tension reflects the growing influence of what Mediahub describes as the “experience economy” — and a consumer mindset that seeks meaning, not just value.

“Despite economic pressures, consumers are seeking a balance - practicality combined with a renewed desire for meaningful experiences,” Fagerlund said.