ING has unveiled its Sense of Us 2026 report, showing Australians are not waiting for economic conditions to improve but are instead rewriting the rules around money.
Despite ongoing cost-of-living pressures, nearly two-thirds of respondents (64%) said they feel positive about the year ahead.
The report points to a growing focus on personal control, adaptability and finding small wins in everyday spending to help drive confidence.
Groceries become the battleground
The report found groceries have become a key battleground for cost control, with Australians taking a more deliberate approach to spending.
While 88% of respondents said they had noticed rising grocery prices, weekly spend has only edged up to an average of $169 compared with the 2023 report.
ING said this suggests consumers are making trade-offs to keep household budgets in check.
The data found 83% are taking measures to reduce weekly outgoings, including shopping at cheaper supermarkets and buying in bulk.
ING on changing financial success
Matt Bowen, Head of Consumer and Market Insights at ING, said the markers of financial success are shifting.
“With cost-of-living pressures persisting and housing affordability continuing to challenge younger Australians, the markers of financial success are evolving,” Bowen said.
“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.”
Bowen said ING wanted to bring the research to life beyond the page.
“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.”
Stills from ING’s Sense of Us 2026 report launch
Key themes
The report identified several themes shaping consumer behaviour: confidence is being built through small wins; money is being managed more actively and digitally; traditional goals remain, but pathways are evolving; and spending is increasingly aligned with personal meaning and joy.
Top image: Sacha Barbour Gatt, Nathan Trist (ING Case Study), Sarah Lichtensteiger (ING Case Study), Melanie Evans