What Australians will think and feel about money in 2026
Lately we’ve been noticing some clear themes in how Australians are thinking and talking about money. What’s bubbling up, what’s fading out and what’s set to matter a lot more in 2026.
These signals have been showing up across projects and conversations, and together they paint a picture of the consumer mood heading into the new year.
We’ve captured the seven shifts we think will matter most in 2026, and how finance brands can respond to stay useful, trusted and actually delightful.
1. Micro-outsourcing
Australians are quietly handing off the little money jobs, from budgeting nudges to “should I do this?” moments, and yes, some of us are now outsourcing our financial judgement to AI. One recent RACQ Bank study found young Queenslanders are already leaning in: 65.8% feel comfortable using AI for budgeting advice, a third for investment tips and more than a quarter for help with debt strategies.
The takeaway: If your brand can act like the low-effort helper in their pocket by simplifying decisions, reducing friction and creating genuinely “set-and-forget” experiences, you’ll earn trust and stickiness fast.
2. Subscription fatigue
Australians have hit peak subscription everything: TV, fitness, food, finance, you name it. And the regret is real. Research from Westpac shows three in 10 Australians are losing around $600 a year on duplicate or forgotten subscriptions. Tools like Westpac’s Savings Finder tap into this mood, helping people spot what to cut.
The takeaway: When customers start trimming the fat, nothing is sacred. Make your value unmistakable and be the brand that helps them simplify life’s complexities. If consolidation or streamlining could genuinely save them money or mental load, lean into it. They'll remember who made life easier, not more expensive.
3. Rising scepticism
Australians aren’t buying the hype, either literally or figuratively. Dotdigital’s The Loyalty Divide shows we lead the world in brand indifference, with 69% of us not feeling loyal to the brands we use, and 1 in 10 won’t share any data at all. We’re side-eyeing offers, questioning motives and expecting brands to prove themselves constantly.
The takeaway: Trust isn’t a one-off win, it’s a rolling contract we have to keep renewing. Be transparent, be clear and back every “we put you first” message with behaviours people can see. In a sceptical market, proof beats promises every time.
4. Financial burnout
The financial load is heavy and getting heavier. Rising living costs, job uncertainty and straight-up decision fatigue are wearing Australians down. PwC’s Voice of the Consumer 2025 found 74% of consumers are deeply concerned about rising costs, and more than half feel financially insecure.
The takeaway: Expect shorter fuses and zero tolerance for fee increases in 2026. Brands that show empathy and ease financial pressures will earn trust, patience and loyalty.
5. The rise of the “minimum viable decision”
Australians aren’t making careful, optimised financial decisions. We’re stressed, overloaded and defaulting to low-effort, ‘good enough’ choices – what behavioural economists call satisficing. The Australian Government’s Behavioural Economics Team (BETA) notes that “under cognitive load, people use shortcuts.”
The takeaway: Make the easy path the smart path. Give people low-stakes choices, modular services and thoughtful defaults or automations that remove friction. If you reduce the effort, you’ll increase the action.
6. Identity-led money choices
Australians aren’t just choosing products, we’re choosing stories about ourselves. Kantar’s recent research shows people are increasingly making financial trade-offs to protect their quality of life and stay aligned with who they believe they are, not just to maximise dollars and cents. Identity is driving decisions as much as interest rates.
The takeaway: If you want to cut through, speak to the person, not the product. Messaging that taps into self-identity lands far deeper than feature lists. Frame your value in the identity space, and your brand will feel instantly more relevant.
7. Demand for radical clarity
Australians are drowning in financial noise and fine print, and they’re completely over it. We want products that are easy to understand, easy to use and deliver on promised outcomes. It’s not just a consumer mood, with the ACCC calling for greater transparency and fewer obstacles that make comparing or switching products a headache.
The takeaway: Cut the clutter. Use plain language, supporting visuals, clear costs and clear outcomes. Make onboarding distraction-proof, spell out “what happens next” and strip out anything that looks or feels like hidden complexity.
What does it all mean for the year ahead?
These seven shifts are invitations to build products, experiences and communications that genuinely support the way Aussies will navigate their financial lives in 2026.
So make things feel simpler. Make choices feel safer, and make people feel seen. Do that consistently in 2026, and you won’t just stay relevant, you’ll become indispensable.