New independent research suggests Australians exposed to the Back Australia campaign are showing increased willingness to support local manufacturing and spend more on Australian-made goods, according to YouGov data commissioned by News Corp Australia.
The findings indicate that nearly one in three Australians who have seen the campaign are now willing to pay more than 10% extra for local products and services. The research was released alongside Australian Made Week, during which the campaign is running new content and industry-supported initiatives.
The data shows 86% of respondents exposed to the campaign said they are likely to redirect up to $100 per week towards Australian businesses, an increase of 16 percentage points compared to pre-campaign levels. Purchase intent for Australian-made products in the coming months rose to 79%, up 15 points following exposure.
YouGov Senior Research Manager Jo Lynn Lee said the results suggest increased intent to prioritise local goods among those who had seen the campaign.
“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,” Lee said.
“This points to a campaign message that is resonating beyond awareness and into more tangible expressions of support.”
News Australia Client Partnerships Managing Director Lou Barrett said the findings suggest a shift in consumer behaviour.
“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.”
The campaign is currently focused on themes including national self-reliance across manufacturing, energy, health, fuel, technology and defence sectors, with organisers pointing to recent global developments as a factor reinforcing the importance of domestic capability.
It is running over the coming weeks across News Corp Australia’s 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 Minerals Council of Australia, Australian Forestry Products Association and APA Group.
