Australia 2035 and Beyond: Understanding the changing face of Australian consumers

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Australia 2035 and Beyond: Understanding the changing face of Australian consumers

Is your brand ready to connect with a nation demanding radical change?

WPP's latest research, Australia 2035 and Beyond: Hopes, Fears, Aspirations and Desires, delves deep into the Australian psyche, revealing a population who, whilst conscious they live in a great country, are grappling with fears about the future and yearning for bold solutions across key areas like aged care, housing, education, healthcare, and technology.

With 2035 only ten years away, this report is essential reading for business leaders who need to:

  • Future-proof brand strategy: understand the societal shifts impacting consumer behaviour and identify emerging opportunities for innovation and growth in areas like intergenerational living, preventative healthcare and technology-enabled solutions.
  • Craft campaigns that resonate in a time of transformation: uncover the fears and aspirations driving Australian consumers and tailor your messaging to connect authentically with their evolving needs.
  • Build trust and loyalty in a sceptical age: learn how to navigate Australians' concerns around data privacy, online safety, AI and the potential pitfalls of a cashless society to build stronger, more meaningful brand connections.

Key insights from the report:

  • 74% of Australians believe we've lost the ability to debate critical issues respectfully, highlighting a need for brands to foster genuine dialogue and understanding, not shy away from tough conversations.
  • 84% believe the education system needs a dramatic overhaul to prepare the next generation for what lies ahead, signalling an opportunity for brands to champion future-ready skills to prepare their workforce for tomorrow.
  • Over half are willing to pay more for Medicare if it means better access to healthcare, demonstrating a desire for brands to contribute to solutions for a more equitable and accessible healthcare system.
  • Only 50% of Australians agree that the benefits of AI outweigh the threats, outlining the opportunity for brands build trust with their consumers where these technologies become front and centre of their commercial offer.

Download the full report today and unlock a deeper understanding of the Australian consumer landscape, as well as practical recommendations for businesses and governments.