Pollinate has today revealed the latest findings from its bi-annual The Australia Pulse study, which shows that while almost half of respondents claim they are happy living in Australia, 54 per cent believe things are getting worse.
Since 2007, The Australia Pulse has surveyed over 25,000 Australians to keep a running tab on their relationship with sustainability initiatives, society and economic issues bi-annually.
The new research shows the cost of living continues to reign as the top concern among all environmental, social or economic issues. However, over the past few years the concerns for these three issues have risen together as people are worried about everything all at once.
While respondents agree financial security is the top driver of both happiness and success, only 12 per cent said they were very or extremely unhappy despite the economic concerns. The vast majority of Australians (84 per cent) believe they have control over their own happiness. Similarly, when it comes to success, 72 per cent agree they have been somewhat to very successful in their lives.
Other key findings include:
- One-third of the population say they are extremely or very happy, with only 12 per cent extremely or very unhappy
- Financial security is the top driver of happiness at 43 per cent
- 19 per cent of people believe they have been extremely or very successful, with a further 53 per cent agreeing they have been somewhat successful
- Financial stability is also the key factor in defining success at 37 per cent, followed by health and well-being at 28 per cent, tied with balance in life
- Gen X are less happy than other generations (27 per cent of Gen X say they are extremely or very happy vs 36 per cent of Gen Z and 35 per cent of Millennials)
- Despite Boomers being happier overall at 41 per cent, they also have a higher amount of unhappy respondents than Gen Z or Millenials
- Younger generations are more optimistic, with 30 per cent of Gen Z and 26 per cent of Millenials thinking things will improve, versus 19 per cent of Gen X and 14 per cent of Boomers
The research also found:
- Lifestyle is considered the best thing about Australia (40 per cent), followed by living conditions (36 per cent) and access to healthcare (34 per cent)
- The cost of living is considered the worst thing about Australia (62 per cent) followed by distance to other countries, access to suitable housing/land and the political system (equal at 28 per cent)
- Heading into summer, bushfires are the top environmental concern at 76 per cent, followed by climate change at 74 per cent. Floods and rising sea levels were of lowest concern at 62 per cent
- Boomers are the only generation to not have climate change as a top three concern
- The cost of living is the top economic concern at 94 per cent, with household income mentioned by 83 per cent of respondents and affordable housing by 82 per cent
“Our latest Pulse findings show Australians are still retaining their positivity, despite major concerns over the cost of living, the economy and our political system. Interestingly, where people tended to trade off their concerns and only focus on one main issue, since the pandemic in 2019 we’re seeing all concerns rise together as people worry about everything at the same time and lose faith in the system at large,” said Pollinate chief executive officer, Howard Parry-Husbands.
“In the face of all of this, our younger generations, Gen Z in particular, contain the most optimists, yet all generations are outnumbered by pessimists. Happiness for Australians has been quite stable across the past decade, but it is in a gradual decline. The real test will be how long this happiness lasts before it starts really declining”.
The research was conducted in August this year and covered 1,000 people aged 14 to 64 across Australia. The sample was representative of the general Australian population and used Social Soup’s proprietary community.
Pollinate is part of the fast-growing independent marketing business, The Influence Group, which also owns Social Soup, the largest influencer marketing business in Australia and New Zealand.
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
NOVA Entertainment has announced that Dave Rabbetts will be departing the Star 104.5 Breakfast show at the end of this year at the completion of his contract. Affectionately known by listeners as ‘Rabbit’, Rabbetts has been at the Central Coast station since 2015 and played a huge role in the show’s success. The Star 104.5 […]
South Australian yoghurt manufacturer MOO Premium Foods has agreed to stop using the term “100% ocean plastics” after an investigation by the Australian Competition and Consumer Commission found the company’s use of the term was misleading. The ACCC announced today that MOO had entered into a court-enforceable undertaking to remove the false or misleading “100% […]
More than 15,000 Australians have been watching Brittany Higgins take the stand live on YouTube for the Bruce Lehrmann v Network Ten trial. Warning: GRAPHIC The case is currently being streamed on the Federal Court of Australia’s channel page. Lehrmann is suing both Network Ten and Lisa Wilkinson after The Project aired an interview with […]
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New research has revealed that businesses are not acting quickly enough to preserve customer trust following a data breach, and that failure to effectively engage customers in a way that matches their expectations will result in irreparable long-term damage to brand reputation. Porter Novelli Australia, in partnership with Quantum Market Research, has conducted research to […]
Craig Reucassel (left) of The Chaser and dear friend of B&T, will take over hosting duties on ABC Sydney breakfast radio, with James Valentine returning to afternoons and Indira Naidoo handing over control of her evening show to producer Renee Krosch. Reucassel has produced three seasons of War on Waste for ABC TV since 2017 and last […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]
Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]