The Growth Distillery, a research think-tank powered by News Corp Australia, has released new research revealing Australia has a third major consumer market of 4.4 million residents that rivals Sydney and Melbourne in scale.

The report, ‘Australia’s Next Growth Markets: Understanding the Rise of Regional Cities and Towns’, highlights the scale of the opportunity of marketing towards major population centres outside the five capitals:

• 17% population growth over the past decade, with cities like Geelong, Sunshine Coast and Gold Coast growing up to 28%.
• Higher home ownership than capital cities.
• 26% lower average loan debt than capital cities.
• Savings growing nearly 25% faster than the national rate.
• 72% intend to travel in the next 12 months.

“If you’re a national marketer and these markets aren’t in your core strategy, you’re missing 4.4 million Australians with lower debt, rapidly growing savings and stronger brand loyalty,” said The Growth Distillery Head of Growth Intelligence Liza Williams.

What brands must do differently

According to the research, ‘cities and towns’ residents behave like metro audiences in almost every way: digitally active, comfortable shopping online, and just as likely to be planning major purchases across travel, technology and household upgrades. Where they differ is in their expectations. These audiences place significantly greater value on trust, community engagement and brands that participate in local issues. 

“You can’t win these markets by simply extending metro campaigns – you need to show up differently. That means visible community participation, trusted local media environments, and genuine long-term commitment,” said Ms Williams.

The research reveals 60% expect brands to actively engage in their communities, yet nearly half say brands currently aren’t delivering. For brands that do, the payoff is substantial: 71% demonstrate stronger loyalty than metro audiences, sticking with their favourite brands over time.