Learn the new rule of engagement that are redefining how brands meaningfully connect.
About the report
The Havas Labs 2025 Aussie Futures report explores how years of turmoil — from COVID to economic strain and social division — have shifted Australian values. Where once “Equal Opportunity” defined us, today it’s been overtaken by a deep desire for ‘Security’. Only a minority of Australians feel optimistic about the future trajectory of the nation, and many are turning inward, taking personal agency in shaping their futures — what we call the era of “Me-ship.” The study segments the nation into six future-need groups, offering brands a clear playbook to create more meaningful connections by aligning with people’s evolving aspirations and emotional realities.
Key findings
Security has emerged as the top national value for Australians (22%) reinforcing that safety from crime, terrorism, and general instability is foundational to Australians’ vision of the future.
In 2022 58% of Australians said ‘mateship’ was an important value, this report tells a different story. The shift in focus from ‘us’ to ‘I’ sees ‘mateship’ rank just 17th in national values in 2025 as Australians increasingly choose their personal futures and success above all else.
Only one in five (23.7%) Australians report a strong sense of community, underscoring it is not a priority national value and highlights the shift toward individualism and away from collective values like mateship.
Less than half (46.2%) of Australians view social groups as essential to achieving life goals, further highlighting the rise of me-ship over traditional communal values.
One in three (34%) Australians are optimistic about the future of the nation, but 54% are more optimistic about their own personal futures.
Find out more
Through the findings Havas has created a model that gives marketers a new segmentation playbook for identifying and meaningfully connecting with Australians, grouping the nation by real life needs revealed by the research’s examination of Australians’ most significant personal, financial and professional goals.
The Aussie Futures report captures the complexity of, and interconnectedness between, Australians’ beliefs and aspirations in ways that traditional demographic groupings such as age or gender cannot.
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