Forget flashy phones and bougie brunches; new research suggests Australians are investing in something far less Instagrammable but way more meaningful: their future.
According to the NobleOak Pulse Report, a growing number of Aussies – especially Millennials – are choosing life insurance and income protection over gym memberships, international holidays, and even the latest iPhone.
It’s a surprising twist in the cost-of-living era, but one that points to a deeper shift in priorities.
“For the first time since our research study was initiated in 2016, Australia’s happiness levels have surpassed pre-pandemic figures,” says NobleOak CEO Anthony Brown.
And a big part of that, he notes, is people feeling more financially secure.
The findings show that 76% of Australians now feel in control of their personal finances, a significant jump from last year.
That sense of control is translating into emotional wellbeing too, with three in four people rating their happiness a 7 out of 10 or higher.
But while the mood is improving overall, the report doesn’t shy away from the cracks beneath the surface.
Women continue to report lower financial confidence than men (boo), and renters are trailing homeowners in both security and happiness.
Alarmingly, nearly one in five Australians wouldn’t be able to cover a $4,000 emergency expense.
Still, the rise in people holding life insurance – particularly among 30- to 44-year-olds – suggests a realignment of what it means to “have it together.”
In an age of relentless consumerism, choosing to protect your future (and your family’s) is starting to look like the ultimate power move.
Because yes, self-care can look like a face mask and a glass of wine… But sometimes, it looks like a direct debit that quietly says, ‘I’ve got this’.
