Is it really a cost of living crisis?

What consumer confidence is telling us

If you only read the headlines, you’d be forgiven for thinking Australians have shut their wallets entirely. Rising interest rates, inflation, and housing stress dominate the narrative. But look closer, and you’ll see a more complicated picture that challenges the idea of a widespread consumer spending freeze.

At Fit 4 Market, we’re constantly asking: What’s really happening in the market? And how should you adjust your marketing strategy accordingly?

The crisis that’s not consistent

There’s no doubt some Australians are doing it tough. Mortgage repayments, rent, and grocery costs have climbed. But that’s only part of the story.

So why are:

• Major concerts and sporting events selling out?
• Cafés and restaurants in the right locations still packed on weekends?
• Flights, travel, and luxury experiences seeing year-on-year growth?

Because the market isn’t just tightening - it’s polarising. And your marketing strategy should reflect that reality.

What the numbers say

Recent data shows:

• Consumer confidence is low - but not falling. In fact, it's hovering in a narrow band, suggesting a mood of caution, not collapse.
• Spending in categories like entertainment, travel, and beauty has remained surprisingly resilient.
• High-profile events like Taylor Swift’s Eras Tour, the Australian Open, and major footy games are seeing record demand and engagement.

This isn’t just about outliers. It suggests many consumers are still spending—just more selectively.

What it means for Marketers

If you’ve been holding off on marketing because “no one’s spending,” think again. Your real question is: Who is still spending, and what are they willing to spend on?

This shift doesn’t mean marketing stops. It means marketing gets smarter.

3 Marketing adjustments for this moment

• Who are your buyers right now?
• How has their mindset shifted?
• Are you still speaking their language?

• Make your benefits crystal clear.
• Reduce perceived risk.
• Show proof—reviews, guarantees, case studies.

• Can you tap into moments of indulgence, family connection, or long-term investment in happiness?

Final thought: don’t let the headlines set your Strategy

Yes, consumers are feeling pressure. But the idea that nobody is buying simply doesn’t match reality.

The economy is shifting. But in every shift, opportunity emerges - for brands that listen, adapt, and stay visible.

Still unsure how to position yourself in this market?

That’s where we come in. Fit 4 Market helps businesses adjust their marketing strategy to match real market behaviour - not just media noise.

Let’s talk. Contact Fit 4 Market today.