HAVAS Labs unveils the six core needs shaping Australians today
What do Australians value most in 2025? And how can brands build meaningful connections in a climate defined by self-interest, insecurity and change?
Those are the questions at the heart of the newly launched 2025 Aussie Futures Study by Havas Labs. Conducted in partnership with YouGov, the nationally representative study surveyed more than 2,000 Australians to understand what’s really driving behaviour — and found a sharp turn from collective ideals to individual ambitions.
In response to these seismic shifts, Havas has introduced a bold new segmentation model grounded not in age, income or geography, but in the personal needs Australians are trying to meet every day.
In 2022, ‘mateship’ was the second most important national value, with 58% of Australians considering it vital. But the latest research paints a dramatically different picture. Today, ‘mateship’ ranks just 17th, with only 23.7% of respondents reporting a strong sense of community. Less than half (46.2%) see social groups as essential to achieving their life goals.
This pivot away from community reflects a rise in self-prioritisation — what Havas calls “me-ship.” Amid ongoing economic, political and social disruption, Australians are now placing individual progress, personal safety and financial stability ahead of traditional collective values.
Security has emerged as the top national value for Australians in 2025, with 22% of respondents nominating it as their most important priority. This marks a decisive shift in national sentiment, influenced by the instability of recent years — including the COVID-19 pandemic, global conflict, and local cost-of-living pressures.
Following closely are health and physical wellbeing (24%), freedom (14%), and community (just 9%). These findings highlight a desire for stability, self-determination, and practical outcomes, rather than abstract ideals or communal aspirations.
Interestingly, while only one in three (34%) Australians say they feel optimistic about the future of the nation, more than half (54%) are more optimistic about their own personal futures. One in two (48%) define success as achieving financial stability — again reinforcing the growing focus on self over society.
To help marketers better connect with this evolved Australian mindset, Havas has developed a new segmentation framework based on six core personal needs. Each segment captures a unique emotional and psychological driver that shapes how people view success, connection, and the future.
The six segments are:
Support Seekers – “Help me get by”
Caring Connectors – “Help me connect”
Aspiring Altruists – “Help me save the world”
Enjoyment Explorers – “Help me break free”
Progress Pioneers – “Help me progress”
Status Seekers – “Help me build status”
These need-based segments offer a more meaningful and actionable lens than traditional demographics, enabling brands to engage Australians based on what truly motivates them — not just what boxes they tick on a form.
The report’s insights are more than just interesting statistics — they provide a blueprint for smarter, more human marketing in a world where audiences expect relevance and value.
“Brands can only add value if they first understand what is meaningful to Australians,” says Olly Taylor, Chief Strategy Officer, Havas Creative Network Australia.
“By segmenting the nation on six crucial needs for people to fulfil their dreams, we have given marketers a new way to identify audiences, meet their needs and connect with them.”
Mitchell Long, Chief Strategy Officer, Havas Media Network Australia, adds:
“In a climate of increased uncertainty, our findings show Australians are looking for more tangible and practical solutions from brands. The intention of our research is not to act as a standalone report, but as a usable playbook for brands to forge more meaningful connections with the needs defining Australians in the current climate.”
In a landscape where trust is fragile and attention spans are short, relevance has never been more important. The 2025 Aussie Futures Study offers a powerful tool for brands that want to move beyond assumptions and start connecting with Australians based on what truly matters to them in this moment.
By understanding the six fundamental needs now defining the national psyche — and the increasing dominance of ‘me-ship’ over mateship — marketers can not only stay relevant, but build lasting emotional resonance.
Through the findings Havas has created a model that gives marketers a new segmentation playbook for identifying and meaningfully connecting with Australians, grouping the nation by real life needs revealed by the research’s examination of Australians’ most significant personal, financial and professional goals. The Aussie Futures report captures the complexity of, and interconnectedness between, Australians’ beliefs and aspirations in ways that traditional demographic groupings such as age or gender cannot.
Send an email to aussie.futures@havas.com to get the report now or follow the link below.
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