Western Australians are feeling the pinch, with rising stress, financial pressure, and social isolation but according to new research from the Voice of WA report, marketers still have a chance to connect with what is a resilient audience.
Developed by integrated agency 303 and research consultancy CoreData WA, the study uncovers the attitudes and emotional drivers of WA residents across four pillars: finance, wellbeing, social connection, and cultural beliefs and aspirations.
The survey was conducted with over 1000 residents aged 18+, with fieldwork completed between 14 – 30 October last year.
303 Perth Chief Strategy Officer Matt Oakley said the findings have “broad implications for any business, brand, marketer, or government looking to engage audiences across WA’s diverse demographics.”
“Too often, marketers rely on national or generic data that doesn’t reflect local nuance,” Oakley said. “The Voice of WA provides robust insights into what truly drives Western Australians, helping brands start from the right place when shaping campaigns, products, or communications.”
The key findings brands need to know
Finance:
- 62% worry about disposable income for non-essentials
- 61% worry about unexpected expenses
- 57% worry about rent or mortgage payments
- Despite financial stress, Western Australians continue to spend on lifestyle experiences—22% go to the movies regularly, 35% travel, and 38% dine out
Wellbeing:
- 68% report feeling stressed or overwhelmed at least some of the time
- High-income earners, retirees, and those living with a partner report stronger wellbeing
- Groups most at risk of lower wellbeing include Gen Z, Gen Y, single parents, low-income earners, and ‘Queenagers’ (women aged 45-65)
Social Connection:
- While many have strong inner circles, 56% don’t feel part of a broader community
- 48% are dissatisfied with local community friendliness, and 38% don’t participate in community activities
- Younger Western Australians are socialising more online, but report higher stress and weaker community connection
Cultural Beliefs and Aspirations:
- 76% are proud to call themselves Western Australian, though pride is highest among Pre-Boomers (95%) and Baby Boomers (83%) and lowest among Gen Z (68%)
- 64% describe WA as generous, with 51% having made charitable donations in the past 12 months
“The findings reveal a population surviving rather than thriving. Stress and anxiety are impacting wellbeing, but Western Australians remain proud, resilient, and optimistic—key traits brands can lean into when communicating,” Kristen Turnbull, CoreData WA’s founding director said.
