As we navigate through May 2026 and edge closer to the fast-approaching End of Financial Year, Australian business owners have more than just tax preparation to think about. There is a profound shift happening in consumer behaviour right across the country. According to recent research from YouGov, Australians are not only prioritising domestic products, but they are also willing to open their wallets a little wider to support them. In fact, a staggering 86 per cent of consumers say they would pay more to support local businesses.
This growing consumer sentiment has been heavily amplified by the return of the Back Australia campaign. Featuring new content and numerous industry partners, the campaign has struck a chord with the public. Since launching in October last year, Back Australia has recorded more than 19 million content impressions across digital, video, and social platforms.
But this is not just about passive awareness. The research indicates a highly actionable shift in how Australians are spending their hard-earned money.
Respondents exposed to the campaign were found to be far more likely to redirect their spending towards Australian businesses. On average, respondents indicated they would shift up to $100 per week to support domestic brands. Furthermore, purchase intent for Australian-made products over the coming months has increased to 79 per cent.
Jo Lynn Lee, senior research manager at YouGov, noted that people who had seen the campaign were significantly more likely to prioritise domestic products and actively identify Australian-made goods. She highlighted that this points to a campaign message that is resonating well beyond basic awareness, translating into highly tangible expressions of financial support.
This trend is also deeply connected to a growing desire for national self-reliance. Over the next few weeks, the Back Australia campaign will maintain a strong focus on national sovereignty. Global developments over recent years have reinforced the importance of Australia being self-reliant. Consumers are increasingly aware of how vital it is to support domestic capabilities across a variety of critical sectors, including:
– Manufacturing
– Energy
– Health
– Fuel
– Technology
– Defence
For businesses operating in these spaces, or any local enterprise contributing to the community, the message is clear. Consumers want to know your story. Lou Barrett, managing director of client partnerships at News Australia, pointed out that the research reflects a growing consumer willingness to choose Australian products, provided businesses communicate their role in the local economy. It is a brilliant opportunity for brands to demonstrate their contribution to Australia’s future, knowing there is proven consumer support behind them.
As we move toward the end of May, now is the perfect time to review how you communicate your local identity to your target market. Are you making it clear that your products are made locally? Are you highlighting your local workforce?
To effectively capitalise on this wave of local support, your business needs to be agile, and that requires impeccable financial management. At Nova Business Services, we specialise in keeping your books balanced and your financial strategy clear. By letting us handle your bookkeeping and compliance this EOFY, you free up your time to focus on what matters most, growing your business and sharing your unique Australian story with a market that is eager to listen.
Our team is here to support you and your business in many different ways, give us a call on 1800 668 225 or reply to this blog by clicking here to ask us any questions.
