电通（Dentsu）：2026年澳大利亚消费者研究报告（中译版）（15页）.pdf

1、CONSUMER 2026AUSTRALIAEXECUTIVE SUMMARY ABOUT CONSUMER 2026Over the past five years we have been exploring how Australian consumers are responding to the challenges around them and how this is impacting their relationship with the world and with brands.Our analysis is based on our dentsu Intelligenc

2、e DISCUS survey conducted as an online survey with fieldwork running each week from Monday to Friday.We recruit n=400 randomly selected Australians 16+from an online panel each week.The sample is recruited with specific nationally representative quotas in mind;based upon age,gender and location.This

3、 survey is also complemented by extensivesecondary-researchfrom various sources.WHO WILL THE AUSTRALIAN CONSUMER OF 2026 BE AND WHAT WILL THEY EXPECT FROM BRANDS?Australian consumers are evolving.What we saw last year in our Consumer 2025 report is still relevant in 2026.In 2025,we saw that Australi

4、ans are experiencing an aspiration shift as reality is redefining consumers lifes expectations.Economic challenges and social inequity are reshaping the Australian consumer landscape leading to a more fragmented and polarised society.Across the board Australians are adjusting their aspirations,they

5、are redefining their life expectations as traditional social milestones like owning a home,are becoming increasingly unattainable for many and young consumers in particular.The trends and sub-trends highlighted in our 2025 Consumer piece are persistent.However,consumers priorities continue to evolve

6、 in response to constant change,particularly as they adapt to the rapid uptake of Generative AI over the past year.In 2026,consumers will continue navigating the next stages of this major shift,while seeking to balance this with humanity,connection and wellness.EXECUTIVE SUMMARY CONSUMER 2026 AUSTRA