Kantar research reveals a responsibility for brands to help Australians to build their ‘mental wealth’

With 45% of Australians wanting to be more financially confident (up 8% since 2021) and just 27% claiming a higher financial knowledge than others (down a whopping 33%), Kantar Australia’s second Finding Financial Freedom state-of-the-nation also reveals that three-quarters (76%) don’t believe that financial service brands are actively working to educate them on financial matters.

With financial security inextricably linked to mental health, 44% of people say they value a financial services brand that helps them take control of their finances (up 8%) – an imperative in our inflationary environment where 55% are negative about our economy and one-third think it will get worse. The insights overwhelmingly reveal a responsibility for brands to help every Australian build their long-term, sustainable mental wealth.

Kanhere, Kantar Australia’s financial services lead