Aussie Values Shift From Mateship to Individualism

A new study shows how Australians are turning away from traditional values of mateship, seeking more personal meaning and value from brands - but this growing focus on the individual could create challenges for marketers needing to connect with a divided audience.

The shift comes as Australians navigate economic pressures and lingering post-pandemic uncertainty. According to the Aussie Futures 2025 report by Havas Labs and YouGov, most Australians say they’re optimistic about their own futures, but far fewer feel the same about the country. This trend toward “me-ship” over community ideals is tied closely to cost-of-living concerns and a reevaluation of what's important.

In the report, 58% of respondents say they feel hopeful about their personal future, yet only 34% feel the same about Australia’s direction. Researchers found that while individualism trumps traditional group values across all demographics, the way this plays out varies. One group feels left behind and wants support from brands, while another is focused on wellness and status. It means a one-size-fits-all marketing message won’t resonate.

This change is more than a minor cultural shift. Just 23.7% of Australians now say they feel a strong sense of community, and less than half believe social groups help achieve life goals. Instead, they’re looking for experiences - like travel and lifestyle upgrades, that reflect personal goals. Brands that offer practical, emotional, or lifestyle value may stand out, but only if they truly align with these evolving needs.

Security remains the top shared value nationally, revealing that safety and stability are still essential to Australians' long-term vision. And while personal optimism in Australia is relatively high compared to places like the US or UK, the nation seems to be moving into a more self-focused chapter, where brands have to work harder to stay relevant.

Source: The Australian, Media Week, Bandt