UNDERSTANDING YOUNG AUSTRALIANS
The Australian Generation Z Report is an annual survey of Australians currently aged 16-25. With a nationally representative sample of over 1200 Australians, drawn in January 2025, The Australian Generation Z Report is the most comprehensive study into the attitudes, behaviours, and experiences of Australia’s emerging consumer segment.
Now in its 7th year, The Australian Generation Z Report tracks trends in the lives of young Australians from 2018 to 2025, identifies the driving forces behind those trends, and examines where those attitudes and behaviours are headed in 2026.
Unlike most demographic research, the Australian Generation Report tracks and compares responses from Australian Millennials tracing back to 2018, to provide a perspective on which attitudes and behaviours are specific to Australian Gen Z, and which are common to young Australians across generations.
The report is designed to deliver substantiated, actionable, and current insights into the lives of young Australians, across a wide range of subjects:
EDUCATION Which qualifications are most valuable? What are the educational ambitions of young Australians? What can educational institutions offer young Australians?
WORK What do young Australians want in a career? What are the common career aspirations?
THE ENVIRONMENT What are the primary environmental concerns of young Australians? What are they doing to protect the environment? How are attitudes shifting?
MEDIA What apps can they not live without? What media do they spend their money on? Where are they getting their news? What are their concerns when it comes to the media?
HEALTH What are their health goals? What is their approach to diet and exercise? What do they think of private health insurance?
SOCIETY What are their attitudes towards sex, family and parenthood, immigration, and election issues? What are their sources of stress? How do they want to contribute to their communities?
BANKING AND FINANCE What are their financial goals and how attainable are they? What do they do with their disposable income? What is their approach to banking?
PROPERTY OWNERSHIP How attainable do they see property ownership? What are they doing to achieve it? How are home owners better off?
SPENDING HABITS How do they shop, and what do they want from brands?
PROSPERITY What does it take for a young Australian to be prosperous in 2025?
OPTIMISM What does it take for a young Australian to be happy in 2025?
DEEP DIVE COMPARISONS Male/Female, Metro/Regional, age year, State by state.
“An insightful piece of research. The best I’ve seen on this segment in a while”
National Australia Bank, Head of Emerging Marketing
“There’s literally nothing else like this out there with such practical and relevant breadth and depth of insight”
Strategy Director, White Grey