New research commissioned by News Corp Australia has found increased consumer support for Australian-made products among audiences exposed to its Back Australia campaign.
According to the YouGov research, nearly one in three Australians exposed to the campaign said they would be willing to pay more than 10% extra to support local businesses and services.
The findings come as the Back Australia campaign marks Australian Made Week with new content and industry support.
Since launching in October 2025, the campaign has generated more than 19 million content impressions across News Corp Australia’s digital, video and social platforms.
Purchase intent increases following campaign exposure
The YouGov research found 86% of respondents exposed to the campaign were likely to redirect up to $100 per week towards Australian businesses, a 16-point increase from pre-campaign levels.
Purchase intent for Australian-made products over the next few months increased to 79%, up 15 points following campaign exposure.
YouGov Senior Research Manager Jo Lynn Lee said: “Australians who have seen the campaign are more likely to prioritise Australian-made purchases, feel confident identifying local products, and indicate a greater willingness to shift spending towards Australian businesses. This points to a campaign message that is resonating beyond awareness and into more tangible expressions of support.”
Campaign returns with new and existing partners
News Australia Client Partnerships Managing Director Lou Barrett said the campaign had moved beyond awareness metrics.
“We’ve moved beyond awareness to genuine behaviour change. Australians aren’t just reading this content, they’re acting on it,” Barrett said.
“The research validates what our partners are seeing: when you give people compelling reasons to choose Australian, they will. For brands, this is an opportunity to demonstrate their contribution to Australia’s future with proven consumer support behind it.”
The latest phase of the campaign will run over the next three weeks across the News network, including The Australian, news.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.
Returning partners include Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne and R.M.Williams.
New supporters include the Minerals Council of Australia, the Australian Forestry Products Association and APA Group.