New research from ING shows Australians* aren’t waiting for economic conditions to improve, they’re rewriting the rules instead. The Sense of Us 2026 report was unveiled at a first-of-its-kind media launch event on 28 May at Island Radio, Redfern.
Australia’s “number one” bank** revealed its Sense of Us Report 2026 to an audience of media and industry, bringing its consumer insights to life through a live panel, real-world stories and executive commentary ahead of the report’s release.
As marketers and media look to find new ways to connect with consumers in an increasingly complex and uncertain economic environment, this research offers insights into how Australians are remaining optimistic, despite external challenges. Despite ongoing cost-of-living pressures, nearly two-thirds of respondents (64%) say they feel positive about the year ahead – with a clear theme of personal control, adaptability and finding the “small wins” in everyday spending to help drive confidence.
The event featured a panel led by journalist and co-host of The Briefing, Sacha Barbour Gatt, joined on stage by ING Australia CEO Melanie Evans, Matt Bowen and everyday Australians navigating these pressures in real time.
The panel highlighted a clear behavioural shift at the checkout, with groceries emerging as a key battleground for cost control and Australians reportedly taking a more deliberate approach to spending. The Sense of Us report found that while 88% of respondents have noticed rising grocery prices, weekly spend has only edged up to $169 on average when compared to the 2023 report, suggesting consumers are making trade-offs to keep their budgets in check. The data revealed 83% are taking measures to reduce their weekly outgoings by proactively shopping at cheaper supermarkets (31%) or buying products in bulk (26%).
The panel also explored shifting travel behaviours, the growing role of loyalty programs, and the extent to which spending on enjoyment and personal hobbies remains despite budget pressures.
ING Head of Consumer & Market Insights Matt Bowen said: “With cost-of-living pressures persisting and housing affordability continuing to challenge younger Australians, the markers of financial success are evolving. The Sense of Us 2026 report highlights a clear shift towards flexibility, experiences and incremental progress, where small wins matter just as much as long-term goals. It’s an important insight that will allow brands to connect and cut-through with their consumers.
“At ING, it’s important that we truly understand our customers. We didn’t want these insights just to sit on a page. Instead, we set out to bring the research to life through real conversations to create a more immersive, discussion-led experience for media and content creators.”
Key themes from the event included:
- Confidence is built through small wins
- Money is managed more actively and digitally
- Traditional goals remain, but pathways are evolving
- Spending is increasingly aligned to personal meaning and joy.
Read the full Sense of Us 2026 Report here.
*When we say ‘Australians’ in this release, we’re referring to Australian adults 18+ who responded to the survey. Findings from the report are subject to standard sampling tolerances and the inherent limitations of survey based research.
**Australia’s #1 bank, awarded by Forbes.
