Nearly one in three surveyed Australians exposed to News Australia’s Back Australia campaign are now willing to pay more than 10% extra to support local businesses and services, according to independent YouGov research.
The findings come as Back Australia marks Australian Made Week with new content and industry support.
Since launching in October 2025, the Back Australia campaign has generated over 19 million content impressions across News’ digital, video and social platforms.
The YouGov research finds 86% of respondents exposed to the campaign are now likely to redirect up to $100 per week towards Australian businesses, a 16-point increase from pre-campaign levels. Purchase intent for Australian-made products over the next few months increased to 79%, up 15 points following campaign exposure.
YouGov Senior Research Manager Jo Lynn Lee says the research suggests that the campaign’s message is resonating beyond awareness and into more tangible expressions of support.
“Australians who have seen the campaign are more likely to prioritise Australian-made purchases, feel confident identifying local products, and indicate a greater willingness to shift spending towards Australian businesses,” she says.
News Australia Client Partnerships Managing Director Lou Barrett reiterates this, noting that Australians aren’t just reading this content – they’re acting on it.
“The research validates what our partners are seeing: when you give people compelling reasons to choose Australian, they will,” she says. “For brands, this is an opportunity to demonstrate their contribution to Australia’s future with proven consumer support behind it.”
Back Australia returns this week with a focus on national sovereignty across manufacturing, energy, health, fuel, technology and defence sectors.
The campaign will roll out over the next three weeks across the News network including The Australian, news.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail, and The Advertiser.
Returning partners include Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, and R.M.Williams.
New supporters joining the campaign include The Minerals Council of Australia, Australian Forestry Products Association, and APA Group.
