Premium experiences at accessible prices that celebrate what makes Australia unique are among consumer trends to look out for in 2026, according to a new Kantar Monitor 2026 Global Outlook.
Australians are no longer paralysed by uncertainty. In fact, they are adapting. The new Kantar Monitor report, ‘New Shapes of Aspiration’, reveals life satisfaction is steady and stress levels have plateaued.
Confidence is climbing with personal financial confidence (chosen by 56 per cent of those polled) and a sense of control over the future (53 per cent) at decade highs. And while emotional turbulence is real, so too is the ‘Aussie battler’ spirit.
Worry (39 per cent), stress (37 per cent) and sadness (26 per cent) are also on the rise, but positive experiences like enjoyment (73 per cent), respect (88 per cent) and laughter (73 per cent) remain strong.
“While brands must be sensitive to and address anxieties, it’s imperative to also double down on optimism, humour and moments of joy in messaging,” says Dan Robertson-Jones, a partner – marketing strategy and head of culture and futures at Kantar Australia.
“The brands that succeed in 2026 will be those that deliver premium experiences at accessible prices, enable collective achievement, and celebrate what makes Australia unique.”
“Australians are not retreating. They are reshaping their aspirations in ways that are flexible, social, and emotionally rewarding. It’s important for marketers to position their brand as a source of stability and control, not just escape. And while there’s a lot of narrative out there around the loneliness epidemic, the Australian desire for time with others (47 per cent) is unchanged since 2018. In fact, over half of Aussies now wish for time to themselves (53 per cent). Marketers must be cautious to not over-index on ‘reconnection’ tropes but rather, offer flexible experiences that respect both togetherness and personal space.
“Empowering consumers with tools, choices, and narratives that reinforce their agency will resonate.”
Robertson-Jones said that the mood is shifting from fatigue to pragmatic optimism and marketers must move beyond ‘crisis’ messaging by championing stories of progress, adaptation and attainable aspirations.
“It’s important to make your Australian campaigns and activations about enabling progress, not just soothing fears,” he added. “The opportunity is to lead, not just react.”
The Kantar report is based on a survey of over 35,000 people across 27 markets.
It identifies six key trends that will define marketing opportunities in Australia for 2026:
- Collective attainment: the rise of shared value. Australians are increasingly pooling resources to achieve major life goals. Nearly 47 per cent considering a property purchase would co-buy with a friend, reflecting a broader shift towards collaborative consumption. Group buying is also gaining traction in everyday categories, from food delivery to retail, as cost-of-living pressures persist.
- Premium value: no more either/or. Despite ongoing price sensitivities, Australians are not willing to sacrifice quality. Two-thirds say price is more important than brand names (63 per cent) yet plan to purchase premium products or services in the next year (62 per cent). The growth of premium private labels – expected to expand globally from $400 billion to over $660 billion by 2034 – signals opportunity for brands to deliver on value and aspirations.
- Pleasure now: permission to indulge. With the future feeling unpredictable, Aussies are embracing ‘treatonomics’ ‘live for today’ spending. 42 per cent are likely to treat themselves to small indulgences and 29 per cent plan once-in-a-lifetime splurges. Comfort with short-term debt is rising. Brands that offer guilt-free, emotionally rewarding experiences will resonate.
- Pressure release: taking the weight off. Eco-fatigue and moral overload are real. Only 52 per cent of Australians are willing to pay more for environmentally friendly products, down from previous years. Responsibility for sustainability is shifting to business and government, with 60 per cent globally saying institutions should lead. Brands that make ‘doing the right thing’ effortless, playful, or financially rewarding will win trust./li>
- Winning with fandom: shared victories matter. Fandom is booming, from sports to pop culture. Almost three in 10 Aussies attend live sporting events monthly (27 per cent) and anticipation for the 2026 FIFA World Cup is high, with 29 per cent identifying as avid fans. Watch parties and collective celebrations are back, offering brands new ways to create memorable, shareable experiences.
- Country coattails: national pride and local innovation. Australians are showing record levels of pride in local brands and products. Two-thirds now prefer to buy Australian-made when possible (62 per cent). National optimism is also fuelled by Australia’s growing cultural exports and leadership in sectors like sport, technology, and sustainability. Marketers can tap into this pride by highlighting local sourcing, innovation, and community impact.
